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Vol. 1 issue #125 Dec 20, 2004                     


Positioning Your Business for Succss
2004 By Charlie Cook 


As the plane lifts off, imagine yourself reclining
comfortably in your first class seat. You're headed for San
Francisco where you'll be met by a driver and whisked to a
luxury hotel with views of the bay. The tab is being picked
up by a company looking to buy your firm, and your biggest
concern is how much cash and stock to ask for when you meet
with the president of the company and the senior officers.
Sound like a fantasy?

Actually, I was the person being whisked across country, a
few years back, to negotiate the sale of a web site I had
built. With a lot of hard work and a carefully executed
positioning I created the opp0rtunity to make more than I
thought possible from what had started as a just for fun

Whether you are a builder, accountant, realtor, market
researcher, or manufacture loudspeakers or baseball bats,
the way you position your firm can determine your succss.

- Do you want prospects to seek you out?

- Do you want people to pay you more?

- Do you want to stand head and shoulders above your

With a simple positioning strategy you can get more
attention than you imagined and bring in those high-margin
projects and the profits you want. Here's how I positioned
one of my ideas for succss.

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Member since 2/6/2004
Ms. Sophie Theberge
Gender Female
Age 33
Location Pierrefonds, QC, Canada
Interests Surfing, Investing, Communicating, gaming, rollerblading


In 1999, a new search engine was appearing on the Internet
almost every week. Some were much better than others.
Knowing which search tool to use was confusing. Through my
own interest in finding better tools to navigate the web,
I'd discovered a common need.

Based on four years of study of search engines and a book
I'd written previously on marketing to the search engines,
I'd become an expert on how they did and didn't work. To
help my own online research and to help others, I built a
web site that provided a directory of search engines and
reviewed their usefulness and functionality.

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- What are your areas of expertise?

The objective of my site was simple. At a time when most
people were just discovering the web, I wanted to help them
find the best possible search tools for their particular
task. My mission was to educate people about how to find
what they were looking for online. The site primarily
focused on the growing number of reviews I authored. Instead
of leading with information about my credentials, I used the
content on the site to demonstrate my knowledge.

- What can you do to educate your prospects?

- How can you demonstrate your expertise?

Now I needed a way to get people to the site. While my
target market was almost infinite - anyone searching the
Internet - my advertising budget was zero. (Remember I
was doing this as a back pocket project while maintaining
my marketing consulting practice.) How could I attract
attention and get people to come back to the web site
again and again?

I identified online editors and reference librarians as
identifiable, approachable groups with a high level of
interest and influence. I started an ezine directing readers
to current search engine reviews and updates on the site and
published approximately once a month.

- What is your stay-in-touch strategy?


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After just three issues of my ezine reporters started
calling me for radio interviews and magazine articles.
I received an offr to buy the web site with the price
tied to the number of monthly visitors and page views.
Three months later I had grown traffic to the site from
thirty thousand to three hundred thousand page views per
month and closed the deal.

To position your product or service for succss:

A. Identify a Common Need

B. Identify a Market

C. Demonstrate Your Expertise to that Market

D. Continue to Stay in Touch

If you've been in business for three years or more you've
accumulated a wealth of experience and knowledge. The more
you share your ideas, the more people will view you as an
expert and seek you out. Give your prospects examples of
your expertise and they will think of you when they need
your products or services.

You can use an ezine, your web site, a book, workshops or
public speaking to demonstrate your knowledge and put your
firm ahead of the competition. Using the strategy outlined
above and a little effort you can position your business for
succss and put yourself in front.
2004 In Mind Communications, LLC. All rights reserved.

The author, Charlie Cook, helps service professionals and
small business owners attract more clients and be more
successful. Sign up for the Fr Marketing Plan eBook,
'7 Steps to get more clients and grow your business'
at http://www.marketingforsuccess.com full of practical
marketing tips.
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