Positioning Is the
You don't have as many dates booked on your calendar as you would like and, at the same time, you're leery of employing traditional, over-used marketing vehicles such as mass mailing and cold calling. Is there another way to consistently maintain a healthy speaking calendar without the onerous burden of mass mailing and extensive long-distance calling? Yes, there is; it's through personal positioning. To understand personal positioning, let's first define it:
Positioning is an organized system for finding a window in the mind.
The concept of positioning was popularized by Al Ries and Jack Trout. They observed that “in our over-communicated society, very little communication actually takes place.” Rather, you must create a position in the target's mind. Communication occurs when optimally placed and timed. Positioning is as vital today for speakers as it is for Fortune 500 companies.
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Publication information: Book title: The Complete Guide to Public Speaking. Contributors: Jeff Davidson - Author. Publisher: John Wiley & Sons. Place of publication: Hoboken, NJ. Publication year: 2003. Page number: 120.
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