The Flip

I first heard this from Blair Enns, who wrote a fantastic book on pricing called "Pricing Creativity". He describes how, when you're meeting someone who you know is interested

Pain

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

How do you help people?

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

Why you shouldn’t worry about being specific

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

Designing your positioning statement

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
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