Before we begin, you must understand the concept that underlies this book. In today's society, I believe we have experienced two major shifts that have almost completely revolutionized the entire business landscape.
The first and most important one is competition.
The mere fact that business is becoming increasingly hypercompetitive is an understatement. Businesses, particularly home-based businesses and self-employed professionals, are growing at an explosive rate.
This is not a mere trend, since it was the way things used to be up until the 20th century. Whether you were a farmer, a blacksmith, or a storekeeper, everybody was an entrepreneur in those days. There were no "jobs."
But when the industrial age took over the agrarian age, more and more people started to rely on full-time, permanent, secure, pension-oriented careers. Today, "permanent" jobs are slowly becoming mere antiques! For instance, in the 40's people held on average two jobs during their entire lifetimes. But today, studies shows that the number has risen to 14 and still growing.
The entrepreneurial boom is far from being just a boom. And the reason for this stems from the second shift that has taken place, which is information.
Along with the eruption in digital technology, multi-channel broadcasting, and cellular telecommunications, the Internet is skyrocketing in population. The ability to retrieve information in nanosecond speed has caused entire layers of middle managers from huge corporations to fall the way of the dinosaurs.
The information age notwithstanding, with more and more employers facing disgruntled employees in today's highly litigious atmosphere, it is safe to conclude that the "job" is soon becoming a thing of the past.
So, what does all this mean? It means that, for a person or business to be able to be — and especially remain — in business, marketing strategies must be such that it places them at the top of prospects' minds at all times. It is not so much to look for more business but to be the business of choice.
For every business or type of product that exists out there, there are thousands of competitors fighting for the same market. Since the information revolution in our knowledge-based economy (including the Internet) has helped to educate people on what's available, there's really no longer a need to prospect for and persuade people in order to have them "buy into" an idea.
The goal, nowadays, is to be the one from whom they choose to buy or with whom they choose to do business — among all other possibilities. Marketing must therefore be such that, if and when a prospect needs a particular product, one's firm comes to their minds in an instant.
Stated differently, positioning is not to compete but to differentiate, to be unique. By doing so, this process helps to provide sort of psychological "anchor" to be placed into the minds of prospects so that they come to choose one business or product above all other choices.
"Top-of-mind awareness" is a term originally coined by Ellis Verdi, the once president of the National Retail Advertisers Council, and the owner of an advertising agency in New York. He said that what most people wrongfully seek to accomplish in their promotional efforts is to obtain short-term cashflow and not long-term results. And they usually accomplish this by offering sales, promotions, discounts and price reductions.
As he said at a recent conference, "Discounting is really like a drug. It brings in some business, and for some it may even bring in a lot of business. But the effect usually wears off and the company will soon find itself with the need to discount further in order to create more business let alone to stay in it."
Top-of-mind awareness, however, is such that with it there is no need to use price-based promotional methods. What it does is two, important things: It psychologically impacts people so that the mere mention and knowledge of one's company, product, or service inherently creates a need for them; and it places one at the top of a specific market's consciousness so that one is instantly chosen when people want what that person or firm has to offer.
"Power Positioning" is a term I've coined that stands for a perfect blend of the art of positioning and the science of direct response — the result of creating top-of-mind awareness in order to turn you, your business, or your products into powerful magnets in order to attract a better response from better leads.
The following commandments all reflect this powerful concept — and it's one so simple and yet remarkably more effective, more affordable, and of course more effortless than any other marketing strategy. Are you ready?