Clarifying Your Position

When you have clearly focused on your market or market(s), you can clarify your market position. Then you should measure the position against four criteria:

1. Does it offer a benefit that my target audience really wants?

2. Is it an honest-to-goodness benefit?

3. Does it truly separate me from my competition?

4. Is it unique and/or difficult to copy?

Unless you are completely satisfied with your answers, continue searching for a proper position. When you've answered the questions to your own satisfaction, you'll have a sensible position—and that should lead you to your goal.

An accurate market position requires clear, constructive goals and effort. Positioning is the key to marketing.

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