![[Success Doctor]](img/success.jpg)
THE 10 COMMANDMENTS OF POWER POSITIONING
Magical Marketing Strategies for Creating an Endless Stream of New,
Repeat, and Referral Business
Copyright © 1998 Michel Fortin, Ph.D.
INTRODUCTION
"The key to marketing success is simple. Find the right message, use the
right media, and deliver it to the right market." Dan Kennedy
Welcome to The 10 Commandments of Power Positioning! The following
report is packed full of powerful marketing secrets that will help you
and your business enhance its image and increase its business...
Effortlessly! I invite you to come in and enjoy the many strategies it
contains. While this report is copyrighted, I give you the permission to
print these pages for your own reading convenience. However, please
remember that the sensitive information you are about to uncover are
considered as "trade secrets" and provided for your eyes only. They are
strictly limited to you and your business.
Nevertheless, I'm positive that these techniques will profoundly impact
your results, and I'm not saying this lightly. After 15 years of
experience in sales and marketing, and the last 6 years of my career
dedicated exclusively to the service and professional industries, these
techniques (although applicable to every industry, every product or
service, and every profession) can become of an enormous benefit to
sales professionals of all types, small to medium-sized businesses,
consultants, specialists, and even skilled workers and independent
contractors. And thank you for your interest in The Success Doctor®! Any
suggestions or comments, especially those I can use in future works?
Please e-mail me today!
Good luck and best wishes!
Dr. Michel Fortin, Ph.D.
P.S.: This book contains many examples in order to illustrate how the 10
Commandments can be applied in various situations. Many names have been
changed in order to protect the innocent (innocently successful, that
is), and others are purely fictional. Similarities were neither implied
nor intended. As in all cases, individual results may vary from those
depicted. In addition, wherever the neuter is not used in this book, the
male gender was used for simplicity sake. Oh, and one final note. I am a
business person just like you and not a lawyer by any means. The advice
contained in this manual is strictly for educational purposes.
Therefore, if you wish to apply ideas contained in this manual, you are
taking full responsibility for your actions. I strongly encourage you to
first check with the appropriate professional or authoritative body
(e.g., lawyer, accountant, agency, etc.) when in doubt. Now, read on!
WARNING
This small booklet contains The Success Doctor®'s 10 Commandments of
Power Positioning, a set of powerfully effective strategies that have
made tons of profitable business for many entrepreneurs and
professionals like you. These ideas are distilled from my full-day
Miracle-Making Marketing® intensive training seminars that have cost
some people up to $2495 to learn. They are offered to you here for a
much more moderate investment that, if applied properly, will return
your investment a thousand times over! You may have purchased this book in
order to find enough work for yourself until you've reached a
comfortable plateau, or you may be like the many people who want clients
to come crashing down their doors. But whether you want a little or a
lot of business, these techniques are so simple that they can be easily
applied by both of these types of entrepreneurs. In the simplest terms
that I can use, these techniques work (and work, and work, and work)!
You're reading from someone who's learned that the hard way. I am (and
still am) continually on the frontlines, day after day, doing what most
of you are trying to do - and that's getting more business. I have
oftentimes failed miserably, but I have also reached many phenomenal
successes. And these strategies are but the result of years of
wisdom-building, hard-knocking, trial-and-error,
fall-flat-on-your-face-and-dust-yourself-off experience. Believe me,
they are far from being mere puffery! these techniques are tried and
proven, they do, however, require some work on your part. In other
words, many of these systems are generic in nature and will require some
time and creative effort for their specific application. It is not so
much that they are too vague or that they require a lot of investment.
These concepts simply are tools to help you build your own unique style
and thus create endless streams of new, repeat, and referral business
for yourself. They do so because they all come back to one basic,
fundamental marketing principle, which is that of positioning power!
Long gone are the days of knocking on – and sometimes down – doors to
get business, let alone just to get people's attention. Long gone are
the days of using the phone to such an extent that your ear starts to
shape itself into a phone's headset. And long gone are the days of
bruised knees that came as a result of constantly begging your customers
to give you mere table scraps of their business. In short, prospecting
is out. Positioning is in. So let's start and get right down to the
nitty-gritty. However, before we begin, a warning here is needed. It's
been my experience to know that some of you reading this booklet are the
kinds of businesspeople who wish to project a certain image about
yourselves or about your businesses into the marketplace. More concerned
with "looking" good than making money, your ego may often end up in the
way of following these practical steps and, consequently, making the
money you truly deserve. As an old mentor of mine used to say, "Do you
want to be right or do you want to be rich?"
Others among you are probably used to traditional, MBA-style,
statistical-analytical types of knock-until-you-drop marketing
approaches. For you, my techniques may outright rub you the wrong way. I
am not implying that they are illegal, aggressive, or denigrating. Far
from it. They are, however, practical and terribly effective techniques
that are essential to not only survive but also thrive in today's
increasingly hypercompetitive marketplace. You want more business, then
read on. These techniques will help you do just that in a professional
and yet powerful way. Follow the 10 Commandments if you will, but ignore
them at your own risk!
TOP-OF-MIND AWARENESS
Before we begin, you must understand the concept that underlies the
commandments that will follow. In today's society, we have experienced 2
major shifts that have 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.
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. But when the
industrial age took over the agrarian age, more and more people started
to rely on full-time, permanent, secure, pension-oriented jobs. Today,
those things have become mere antiques! For instance, in the 40's people
held on average 2 jobs during their entire lifetimes. But today, that
number has risen to 14 and still growing. The home-based business 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 multi-channel broadcasting, digital technology, and cellular
telecommunications, the Internet is skyrocketing in population with
every single hour! 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. Snail mail and high-traffic shopping
malls are also on the brink of becoming extinct. The information age
notwithstanding, with more and more employers facing disgruntled
employees in today's highly litigious atmosphere, jobs are soon becoming
things of the past. So what does all this mean? It means that, for a
person or business to be able to be and remain in business, marketing
strategies must be such that it places that person or business 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 category of
business that exists out there, there are thousands of competitors
fighting for the same market. And since the information revolution 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 that they choose to buy from or do
business with amongst all other possibilities. Marketing, therefore,
must be such that, if and when a prospect needs a particular product or
service, one's firm comes to their minds in an instant. In other words,
positioning is a process by which a psychological "anchor" has been
placed into the minds of prospects so that they come to choose one
specific person or company over another. Top-of-Mind Awareness is a term
originally coined by Ellis Verdi, the once president of the National
Retail Advertisers Council and owner of a prestigious marketing and
advertising agency in New York. He said that what most people wrongfully
seek to accomplish in their promotional efforts is to get cashflow and
not results. And they usually accomplish this by offering sales,
promotions, discounts, and price reductions. As he said at a recent
conference, "Discounting is 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 2 things. 1) It
psychologically impacts people so that the mere mention and knowledge of
one's company or service inherently creates a need for them. And 2) it
places one at the top of the market's consciousness so that one is
instantly chosen when people want what that person or firm has to offer.
This is therefore a result of creating that top-of-mind awareness. The
following 10 Commandments of Power Positioning all reflect this powerful
concept, a concept so simple and yet remarkably more effective, more
affordable, and, of course, more effortless than any other marketing
strategy devised.
Go to Commandments:
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
![[ICON: INDEX]](img/jw-logo.gif){kind=logo}