Foundation For Great Massages

STRATEGIC POSITIONING IS NOT A TACTIC; IT'S A ....STRATEGIC PROCESS W —THE GOAL OF WHICH IS TO CREATE BENEFIT ASSOCIATIONS IN THE MINDS OF YOUR PROSPECTIVE CUSTOMERS. THE POSITION SHOULD TELL THEM WHY YOU CAN PROVIDE THOSE BENEFITS 

YOUR COMPETITORS SHOULD NOT BE ABLE TO OVERRIDE YOUR POSITIONING STATEMENT WITH THEIR OWN MESSAGES. YOU SHOULD BE PREPARED TO DO WHAT IT TAKES TO DEFEND YOUR POSITION OVER TIME, AND YOU SHOULD HAVE THE COMPETENCIES TO DO SO.

SEGMENTING THE MARKET IS A MUST IF YOU WANT TO CREATE A DEFENSIBLE POSITION. 

A FOCUS ON BENEFITS ALSO HELPS YOU SEE HOW TO EXTEND YOUR PRODUCT INTO NEW GROWTH AREAS. YOU CAN BUILD A WONDERFUL AND DEEPLY POWERFUL MESSAGE THAT BOTH CONNECTS WITH CUSTOMERS AND REMAINS DEFENSIBLE AGAINST COMPETITORS.