Ultimately, when you’re offering a service or product to someone, you’re looking to help them emotionally. There’s a rational aspect to it - you’ll save them time, you’ll

In your positioning statement, you need to explain how you help your target market. This is where your specialisation really comes into its own. Because you’re a specialist, you get to know

Yesterday I mentioned that a positioning statement is built out of three elements. A lot of people worry about the first element - defining your target market. It can be quite scary to

As I mentioned yesterday, your positioning statement is probably the single most important sentence you will write for your business. But it’s so simple. It’s built out of three components. Who

I mentioned positioning last week but skimmed over it a bit. As it’s one of the most important concepts around for a business, I think I should go over it again. Your