The 7 Steps to Expert Positioning: Step 4—Define Your Market

Last week we explained Step 3 of the 7 Steps to Expert Positioning—Determine Your Position. Today we’ll explore Step 4. The fourth step to expert positioning is to Define Your Market. Dan Kennedy, marketing expert to small business owners, says you always need to begin with this premise: “I will start with the who.” Meaning,…

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What Ghostbusters Taught Me About Marketing

  My 16-year old son Jeremy and I enjoy watching classic movies from my youth together. We’ve watched Jaws, Back to the Future and most recently Ghostbusters. After watching this with Jeremy, I realized it contained a very important marketing concept that can help us attract more clients and grow our business. Owning a Word…

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The 7 Steps to Expert Positioning: Step 3—Determine Your Position

Last week we explained Step 2 of the 7 Steps to Expert Positioning–Choose Your Ladder. Today we’ll explore Step 3. The third step to expert positioning is to Determine Your Position. Your position is more important than your product. In your marketing you want to position yourself magnetically to attract a certain type of customer.…

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Expert Insight Call #1: Sam Sellers

This is the first in a series of Expert Insight Calls that I’ll be doing with some of our most successful Paperback Experts. Sam Sellers operates a well-regarded home health care business out of Little Rock, Arkansas. He was one of our first clients and has a great mind for marketing. Listen to Sam explain how…

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The 7 Steps to Expert Positioning: Step 2—Choose Your Ladder

Last week we unpacked Step 1 in the 7 Steps to Expert Positioning—Know the Battlefield. Today we’ll dive into Step 2. Remember how last week we discussed the category ladders that are in everyone’s mind for every product category? We mentioned rental cars, pizza and overnight delivery, and looked at which company “owns” the top…

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The 7 Steps to Expert Positioning: Step 1—Know the Battlefield

Welcome to this series on the 7 Steps to Expert Positioning. Today we’ll discuss Step 1—Know the Battlefield. These posts will be a bit longer than normal, but it’s important for you to understand these Steps. (If you have never heard of the 7 Steps to Expert Positioning before, you can read a quick overview here.)…

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