Your Marketing Strategy - Your Positioning Statement

Your Marketing Strategy - Your Positioning Statement

Imagination was given to man to compensate him for what he is not, and a sense of humor to console him for what he is. —Sir Francis Bacon

AT A RECENT PARTY, a woman asked me what I did. I assumed she meant professionally, so I told her that I am a marketer. She looked at me blankly. As I went into my “pitch” to explain my company’s differentiator and value proposition, I could see that my marketing spiel was working: in about two minutes she appeared to understand my company’s value in the marketplace.

Later on that evening, a friend of mine approached me and my new acquaintance and asked me about my upcoming trip to India (which you’ll read more about later) and how my book was coming along. The other woman turned to me and began firing questions: how did my being in a documentary in India, and writing a book for women coexist with running a marketing company?

Because I hadn’t worked out my positioning statement for the more personal and purposeful aspects of my life, it took me a good ten minutes of babbling and fumbling with my words to explain to her what I did (when I wasn’t working). When I finished, she still looked confused.

Do you know who you are? If you’re over the age of thirty, I imagine you do. But what if your life, like mine, is multidimensional? Can you clearly articulate what you contribute to and the value of that contribution? And can you do it confidently? I believe if we give our personal positioning statement some thought, we will subconsciously exude confidence. However, if we fail to be clear with others, we might come across as lost or less self-assured than we are.

You saw me before I was born.Every day of my life was recorded in your book.Every moment was laid outbefore a single day had passed. (Psalm 139:16)

To begin, ask yourself what makes you unique and what value you bring to your organization and family. And then ask yourself, What does God value about me?