Positioning: How are you different? And why does that matter?

Your position in the marketplace is the perception that your customers and/or prospects have about your company and services. Ideally, they will believe that you are different from the competition in some way — actually, ideally, they will believe that you are different from the competition in a good way that matters to them. Your job as a marketer is to communicate your position to your clientele so that they understand the reason to buy your stuff instead of someone else’s stuff.

CraigsList Tips

CraigsList.org offers a great, inexpensive way for skilled tradespeople and other service providers (like Web developers) who focus on a more local market to advertise their services. There are several benefits to posting on CraigsList.

Targeting & Positioning

I find myself walking through some marketing basics with our clients time and time again. The first question I usually ask is “Who is your target customer?” The answer I often get is some variation of “anyone who wants my stuff.” The problem with that answer, is that it becomes very difficult to position your goods and services in a unique way if you’re going for the lowest common denominator. As counter-intuitive as it might seem, limiting your target market (within reason of course) is often a first-step to successfully marketing your st

Marketing Management by Kotler & Keller

I’m teaching Marketing Management this semester at Mills College. I use Marketing Management by Kotler & Keller as it does a good job of covering a wide range of marketing concepts.

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