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
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.
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