This is an edited excerpt of the ‘Positioning Yourself’ lesson from Claire Carlile’s free ‘How to Land Your First Local SEO Client’ course in BrightLocal Academy

We’re going to explore the age-old marketing concept of ‘positioning’, and help you to develop a clear idea of your business’s position or place in the market.  

Before you can start planning your marketing, you need to have a clear idea of your business’s position in the market, so let’s begin!

What is positioning?

Marketers like to have a kerfuffle about what positioning is, akin to a conversation about the true meaning of life. Marketers eh!

Let’s keep it simple and credit the advertising genius, David Ogilvy, with developing the concept of positioning in the mid-1950s. I, for one, appreciate the lack of marketing fluff in his definition of positioning as ‘what the product does and who it is for’.

Sounds simple, right? 

Basically, before you start work on any of your marketing materials, you need to figure out how you want your customers to think about your services.

Think carefully about how you want your customers to think about your services. Your positioning will help you to be clear and focused in all of your marketing efforts and to develop a unique and compelling narrative. Positioning will show what your business does, who you do it for, and why you’re different from your competitors.

Positioning Purpose Claire Carlile Positioning Statements

Crafting a Positioning Statement

Your positioning statement will be a brief…

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