Todays lesson is another CRITICAL piece of training that’s going to help you better TRANSLATE the unique characteristics and professional value that are all YOURS.<\/p>\n
You\u2019re second function as a Modern Creator is to identify, define, and align, your Unique Value Position. Not only are you going to learn all about this today, you’ll even start developing it. Let\u2019s lay the groundwork first…<\/p>\n
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It\u2019s one of those X factors that\u2019s going to make or break your success. period. See… as society and global commerce evolves, people who are creating strong foundations for long-term future success are zooming all the way in, narrowing down, and locking in their Unique Value Positioning.<\/p>\n
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They are doing this because now almost HALF the population works on some sort of a \u201cfreelance\u201d basis… Meaning, people everywhere are taking their destiny into their own hands and going into business for themselves! And why wouldn\u2019t they? Their is no such thing as \u201cjob security\u201d anymore, and all the traditional education and training we\u2019ve been taught is becoming less and less relevant to CAREER success anyway.<\/p>\n
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I mean, why wouldn\u2019t we try to find our TRUE purpose and path and spend our lives doing the things we love? More and more, people are finding ways to bridge a \u201cbest of both worlds\u201d approach to their professional career and I think at the HEART of why those who succeed in doing this vs. those who don\u2019t-is an identified, defined, and congruent U.V.P.<\/p>\n
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NOW, in order to get to a \u201ccellular\u201d level for understanding this concept let me say it like this…<\/p>\n
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Your experiences, talents, skills, aspirations, interests, values… Etc. They are all like illuminated little beacons<\/em> of signal that point to your U.V.P.<\/p>\n <\/p>\n Basically, those who are going to be successful in the near future, and those who are already there now, have in some capacity<\/em> (whether conscious, or unconscious) HONED IN on their unique strengths and abilities and somehow bridged the gap to meet their market with a product or service that people will pay them for.<\/p>\n <\/p>\n It\u2019s not easy. I\u2019m not saying that it is… and people who will tell you that it\u2019s as simple as just \u201cfollowing your passion\u201d and blogging about daffodils-because you love them more than anything else in the world…. etc. probably don\u2019t have a realistic or experienced enough perspective…<\/p>\n <\/p>\n But, you are a CREATOR, you can CREATE a way. Right? You\u2019re Damn right!<\/p>\n Bottom line, at the center of building your personal brand, the thing that is going to distinguish you and underscore your success-isn\u2019t a \u201cfill in the blank\u201d answer…<\/p>\n It takes you following something strategically and sticking it out for a long period of time… Usually without much initial evidence that it\u2019s \u201cworking…\u201d Which can be tough. But it\u2019s about being prepared, knowing how to use the tools, building a solid foundation and platform, keeping your eyes open, and utilizing your creativity to both solve existing problems, and create genuine connection through adding value to peoples lives.<\/p>\n What I\u2019m really saying here is that, the new \u201cpath,\u201d in the NEW economy, it is NO LONGER a cut and dry set of options-like doctor, lawyer, accountant, butcher, baker, candlestick maker…<\/p>\n <\/p>\n The points of distinction aren\u2019t vanilla, chocolate, and strawberry like they used to be… Now we can CREATE our own flavors, red velvet supreme mixed with raspberry sherbet. You tracking?<\/p>\n It\u2019s more precise tuning, more-so part of an internal narrative<\/span> and core understanding of who you are<\/span>.<\/p>\n It\u2019s about finding a way to do what you love<\/em>, serving those that love what you do<\/em>. However you can make that happen.<\/p>\n It takes work to find out how<\/em> to make that work, I don\u2019t think theres any way around that whether you\u2019re a musicpreneur, an expert, a contentpreneur… or anyone else for that matter.<\/p>\n But you are a CREATOR… It\u2019s your job to look at your life, your experiences, your interests, your content, your goals, your areas of passion, the few key things you most love to do, and allow yourself the time to develop that, follow some things, try and fail, and eventually figure out what that all amounts to for you<\/span>.<\/p>\n <\/p>\n Balancing the practical aspects of being a CREATOR (creative, intuitive, highly talented, multi-capable solutions oriented individual) and an ENTREPRENEUR, (running a profitable business) are the requirements of building a successful personal brand as a MODERN Content Creator who gets to experience endless freedom and fulfillment doing what you love, for those that love what you do.<\/p>\n <\/p>\n You\u2019ve gotta get granular, and you gotta zero in on this thing I call your Unique Value Position. It\u2019s ALL yours, you gotta FIND it-which may take some time… but disciplining yourself to do this now is what can make you an INDISPENSABLE asset to your audience, your market, and everyone around you. Forever.<\/p>\n <\/p>\n Again, this is something that ultimately rests at the center of YOUR core. It will probably take some time, some trial and error, and likely some persistence to unlock, but it\u2019s THERE, you just have to commit to finding it.<\/p>\n <\/p>\n Neither I nor anyone else can tell you what it is for you… but, I CAN SIGNIFICANTLY reduce the complexity and time it might otherwise have taken you to clarify, define, and align with your U.V.P….<\/p>\n <\/p>\n And that\u2019s what I\u2019m going to equip you with today.<\/p>\n <\/p>\n Are you ready to get started?<\/p>\n <\/p>\n GREAT!<\/p>\n <\/p>\n <\/p>\n So first a quick recap… YOU are a CREATOR, and It\u2019s ALL content marketing. Hopefully you\u2019re obtaining a very clear understanding that Marketing<\/em> is not a dirty word, (except when people aren\u2019t deeply proud of their CONTENT and what they created in the first place.) and is the SECOND half of your job as a Modern Content Creator.<\/p>\n <\/p>\n Content<\/span> Marketing<\/em>.<\/p>\n <\/p>\n Turning your content into currency is the magical moment when you\u2019re content CONNECTS with your audience on an emotional level, that provides value to them in a unique way. Being a MODERN Musician\/Creator requires a balanced integration of both the Artist and the Entrepreneur in you.<\/p>\n <\/p>\n <\/p>\n Again, it\u2019s not only your ability to create valuable CONTENT, but your effectiveness in building a sustainable long-term career, your success in delivering your message to the people who need it; all heavily relies upon your ability to get that content in front of the people that are looking for it.<\/p>\n <\/p>\n Part of your responsibilities IS translating and promoting your content, because relying on people to \u201cdiscover you\u201d is a sure-fire way to kill your career.<\/p>\n <\/p>\n Leading Edge Creators, Modern Musicians rise to the occasion and embrace the opportunities of the New Economy. They understand that they have the innate power, creativity, capability, and responsibility to CREATE their OWN Economy.<\/p>\n <\/p>\n <\/p>\n All of this nicely leads us into your next lesson, your second<\/em> function as a Modern Musician\/Creator:<\/p>\n <\/p>\n To identify, define, and align your Unique Value Position<\/em>. <\/strong><\/p>\n <\/p>\n It\u2019s a term that encompasses a few concepts, and simplifies the process of you translating your professional value and unique points of distinction.<\/p>\n <\/p>\n Your U.V.P combines three key terms you\u2019ve probably heard before… Value Proposition, Unique Selling Points, and Branding Position.<\/p>\n <\/p>\n This lesson will not only explain how to define your key distinctions as a business or for each of your brands, but it will take you through an exercise for how to actually do it yourself.<\/p>\n <\/p>\n It is my aim to simplify and clarify this as much as possible for you so that you never have to think about or get confused about what a USP, a Core Value Proposition, or what your Brand Positioning is.<\/p>\n <\/p>\n We\u2019ll be clarifying-through real life examples-what exactly those terms mean in a moment… But I want to take a step back and make sure you get the bigger picture first, before we start getting more granular.<\/p>\n <\/p>\n Your Unique Value Position is merely the external translation of the CORE value and service you offer to your market.<\/p>\n <\/p>\n Since we can\u2019t read minds, we have to be able to clearly communicate what it is we do, and as always, clarity is key.<\/p>\n <\/p>\n Thus, nailing your U.V.P really starts with connecting, defining, and focusing on the starting point.<\/p>\n <\/p>\n Everything begins with purpose, vision, mission, goals. From there; core values, skills, talents, and background are key factors in your business development as an Artist\/Musician or Creator.<\/p>\n <\/p>\n Your U.V.P is not something that\u2019s necessarily set in stone, nor is it\u2019s definition a \u201cfill in the blank\u201d exercise. <\/p>\n In an infinitely more narrow and competitive world of commerce, distinguishing your points of distinction is a highly valuable pursuit.<\/p>\n <\/p>\n <\/p>\n Big enough to serve ALL your needs, yet SMALL enough to still care…<\/em><\/p>\n <\/p>\n Or<\/p>\n <\/p>\n Great customer service at a bargain dollar price…<\/em><\/p>\n <\/p>\n …Small businesses are notorious for these vague, practically worthless points of distinction… Don\u2019t be that guy!<\/p>\n <\/p>\n Let\u2019s Get Some Terms Squared Away<\/strong><\/span><\/p>\n <\/p>\n Since there is often some confusion around a few foundational terms and their many slight<\/em> variations, as well as in how to accurately define this stuff for YOUR brand… I\u2019ve taken all the hard work out of it, and clarified everything you need to know to help you define YOUR value and distinction as a Modern Creator or Expert.<\/p>\n <\/p>\n First let\u2019s understand the differences between your VALUE Proposition, and Your Unique Selling Proposition\/Points.<\/p>\n <\/p>\n Core Value Proposition:<\/span> A customer Value Proposition is the Core Benefits of what you are offering. Whether that is for a single product or the total service you offer.<\/p>\n <\/p>\n It needs to be…<\/p>\n <\/p>\n Short <\/p>\n This is the brief, category level, or type <\/em>of business\/brand you are, which generically explains what you do.<\/p>\n <\/p>\n It\u2019s something that you\u2019d informally tell someone in a loud place-to someone whom you didn\u2019t fully have the attention of… I.E. In a loud bar or club…<\/p>\n <\/p>\n For example, Pizza Parlor, Business Coach\/Consultant, Website Developer, etc.<\/p>\n <\/p>\n Lots of options. Competitors. Non-specific. Informal.<\/p>\n <\/p>\n Now, for CONTENT Creators, or Knowledge Workers of any kind, it\u2019s best to define your Core Value Prop by completing the following sentence:<\/p>\n <\/p>\n You help \u201cX=whom,\u201ddo\/have\/be \u201cy=what,\u201d so that\/to accomplish \u201cZ=why.\u201d<\/p>\n <\/p>\n For Example, I help Experts & Creators Turn their Content into Currency, Master their A.B.C.\u2019s, (Audience, Brand, Cashflow) and Experience Freedom and Fulfillment doing What They Love for those that Love What they Do. <\/em><\/p>\n <\/p>\n This is much more specific, and is a better strategy for talking to people about what you do. It\u2019s clear, it\u2019s interesting, and not only is it a great conversation starter, it\u2019s also something that will stick out in someones mind-and could potentially send you referral traffic of some sort somewhere down the line.<\/p>\n <\/p>\n So make it interesting, specific, and tell people exactly what you do.<\/p>\n <\/p>\n *Now, for Artists and Bands… I can hear you saying, but what does that look like for me?<\/p>\n <\/p>\n Your core value prop would be something like this:<\/p>\n <\/p>\n I\u2019m an \u201cX\u201d —- I\u2019m a Singer Songwriter Producer<\/em>. Or, I\u2019m a Cellist and Midi Guitarist<\/em>. We\u2019re a Rock\/Soul\/R&B\/Pop\/Country band, Etc.<\/p>\n <\/p>\n The more specific version would include something like this:<\/p>\n <\/p>\n My music is like John Legend mixed with Jason Mraz, and a little bit of Sublime.<\/p>\n <\/p>\n A soulful storyteller driven by rhythm whose songs will make you cry.<\/p>\n <\/p>\n Get creative, your a musician and\/or a songwriter…illustrate with words.<\/p>\n <\/p>\n A USP, or Unique Selling Proposition<\/span>, or Unique Selling Points<\/strong>, are just that, a short little summary that defines what separates you from your competitors<\/em>, and answers the question why<\/em> they should buy from you<\/span>.<\/p>\n <\/p>\n For example, I\u2019m The Master Content Strategist for Modern Creators<\/em>.<\/p>\n <\/p>\n I wrote the Definitive Guide To Content Marketing Strategy for Creators.<\/p>\n <\/p>\n Author of The Modern Musician and creator of Modern Musicianship<\/p>\n <\/p>\n I show musicians how to create their paradise by liberating their music business.<\/p>\n <\/p>\n Empowering Modern CREATORS with the tools, training and tactics to lead in the NEW Economy.<\/p>\n <\/p>\n You get the point… Any distinguishing accomplishments, achievements, awards, or any further distinctions that more specifically differentiates you from others, as well as capsulates your unique value.<\/p>\n <\/p>\n Your USP answers the question: Why should I buy from YOU?<\/p>\n <\/p>\n Classic USP\u2019s<\/em><\/span><\/p>\n <\/p>\n Fedex – When it absolutely has to be there overnight.<\/em><\/p>\n Dominos – Fresh pizza delivered to your door in 30 minutes or less or it\u2019s free.<\/em><\/p>\n Nyquil – “The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.” <\/em><\/p>\n ABC Trimmers – Will trim and maintain your trees and shrubs six times a year, once every other month, for $16\/month.<\/em><\/p>\n USP = Amongst others who have the same Value Prop. how are you better or what makes your product or service unique?<\/p>\n <\/p>\n It has to be clear and unique. NOT – save money, save time, great service, great price….<\/p>\n <\/p>\n Something specific like:<\/p>\n <\/p>\n A simple golf swing methodology that won\u2019t aggravate your hip or lower back and will teach you to hit the ball further with less effort!<\/em><\/p>\n <\/p>\n This can be a distinction in WHO you CATER to, such as-you teach WOMEN entrepreneurs, or even more specific-such as you teach Empty Nest MomPreneurs <\/em>to leverage the internet and build a business…<\/p>\n <\/p>\n So it\u2019s really a process of further definition and distinction, as their are varied levels of needed clarification that you should be able to communicate very precisely.<\/p>\n <\/p>\n The USP goes a bit further than the Core Value Prop. by explaining the key differentials that make your product\/service better or unique<\/em> to your competitors, and the FINAL piece is your POSITIONING strategy.<\/p>\n <\/p>\n <\/p>\n Positioning encompasses both the STANCE you have in your market, (i.e. what you stand for, how or why you do what you do) as well as your story. At least the parts of your personal and professional journey that got you where you are, or made you who you are, or tells people where you\u2019ve come from and what you\u2019re about.<\/p>\n <\/p>\n Branding should be a transparently projected image of what you represent, what role you play in society, and what role you play to your audience.<\/p>\n <\/p>\n For most Creators, the core of your branding position should come from an authentic place, and get to the root of your core values, purpose, mission, and personality.<\/p>\n <\/p>\n The focus is on the type of client\/customer you are trying to attract, although it encompasses your specific points of distinction that highlight your strengths among the many competing options.<\/p>\n <\/p>\n Yes, there can be a little overlap between your Core Value Prop, your USP and your Branding Position… Nothing is set in stone. This isn\u2019t mathematics. Again, all of this is simply a way to bring some much needed clarity-to an inherently hard to clarify<\/em> subject matter.<\/p>\n <\/p>\n When I work with 1-1 with Thought Leaders in my premium program, we\u2019re typically focused on turning dedicated experts into the Market Leader and the Highest Authority on their topic, but this doesn\u2019t necessarily<\/em> mean that you are have to be the GO-TO authority in your market…<\/p>\n <\/p>\n The Enthusiast, or the Researcher, are both very valued resources that can be the basis of your initial positioning.<\/p>\n <\/p>\n I don\u2019t recommend anyone position themselves as something that they cannot backup…<\/p>\n <\/p>\n For newer Artists, you can talk about your influences, your aspirations, your life story, the message behind what you\u2019re doing. Etc.<\/p>\n <\/p>\n Essentially you want to position yourself authentically, AND you want to use social proof and any credentials you have to raise the PERCEIVED VALUE of what you offer; OR you want to cater your Branding position to speak DIRECTLY to the prospect you are specifically trying to attract.<\/p>\n <\/p>\n I.E. Your Affordable<\/em> Family Chiropractor.<\/p>\n <\/p>\n My Branding Position: <\/strong><\/p>\n <\/p>\n I am Jamie Leger, The Business Coach and Consultant for Experts and Creators by day, and DIY Singer Songwriter Producer by night.<\/p>\n <\/p>\n I have been apart of the blogosphere since it began, and have watched SEO evolve into the Content Marketing Process. I have spent the last 10 years-running a business online, publishing and marketing content, and writing and producing my own music in my home studio.<\/p>\n <\/p>\n As a teacher, content creator, and independent artist in the NEW music industry, I\u2019m a multimedia storyteller. A Modern Content Creator that\u2019s doing what he loves, for those who love what he does.<\/p>\n <\/p>\n I\u2019ve built a lifestyle business that allows me to enjoy serving my clients and audience during the day, and create my own music and content as well-at night.<\/p>\n <\/p>\n After 10 years of specialized coaching and consulting for Artists and CREATORS of every type, I\u2019ve had the privilege of working with 100\u2019s of clients and students at every level and have a very organic footing on the current state of our community and the surrounding artist and creative marketplaces.<\/p>\n <\/p>\n I basically get to test, learn, apply and share what works at the ground level across a range of interrelated communities and all forms of CREATORS-doing amazing stuff in the modern world.<\/p>\n <\/p>\n I\u2019ve artistically designed a lifestyle that allows me to run a sustainable business, as well get to share the insights, concepts, tactics, and strategies that are working in our digital economy with YOU, for FREE.<\/p>\n <\/p>\n I am in a unique position to be able to be completely immersed in this stuff from all angles, all the time. Feedback from the community and insight through direct conversation with my audience, clients, and students-from first, second and third hand experience helps me to continue to add value to you with the content i produce and publish for you.<\/p>\n <\/p>\n In addition to the 10 years on my own and well over the 10,000 hour limit in learning, applying, and studying the greatest in the world at each particular skill I wanted to develop, I test and try each new idea on my own as well (i\u2019m not just teaching people, I practice<\/span> what I preach.) In result, it\u2019s my honor to be able to share the leading strategies, tactics, tips, and insights with CREATORS like you!<\/p>\n <\/p>\n Here are three questions you need to answer:<\/span><\/p>\n <\/p>\n 1. Complete the following sentence… \u201cI help x, do x, so that\/to achieve x.\u201d<\/p>\n 2. I do it better or differently from everyone else who does something similar by\/because…<\/p>\n 3. The perspective, story, and position I speak and deliver my message from is…<\/p>\n Alright, let\u2019s take my CORE training program, for another example…<\/p>\n <\/p>\n Content Academy:<\/strong><\/span> The Content Marketing, Audience Building, and Traffic Transformation Bootcamp for Modern Creators.<\/em><\/p>\n <\/p>\n 12 Weeks To Traffic Transformation – Double your traffic and learn how to create and communicate your content in High Def!<\/p>\n <\/p>\n CAPTURE your audiences attention, and CONNECT with them through your content.<\/p>\n <\/p>\n You need to build an audience to build a brand. It doesn\u2019t work the other way around. YOUR audience exists all over the world, and are already participating in the global conversation.<\/p>\n <\/p>\n The technologies already exist. They are out here, and you ALREADY have all you need right now… You are a CONTENT creator, and it\u2019s your JOB to get your message, your stories, your knowledge and expertise out into the world.<\/p>\n <\/p>\n You don\u2019t need more resources<\/em>, you need more RESOURCEFULNESS. You don\u2019t need more tools, you need to learn how to use the ones you already have access to BETTER. You need both the PRACTICAL training to turn your Content into Currency, <\/em><\/span>AND the mindset adjustments that will empower you to CREATE anything you want as a LEADER in the NEW economy.<\/p>\n <\/p>\n Content Academy will officially indoctrinate you as MODERN Musician\/Creator, guide you through the often overwhelming chaos that is the world wide web and teach you how to more effectively harness the tools at your disposal.<\/p>\n <\/p>\n I\u2019ll be telling you what you need to know as a content creator, and pointing out the key lessons and insights I\u2019ve gained over the last 10 years.<\/p>\n <\/p>\n You will be equipped with a full palette of tactics, techniques, and strategies, to build your audience, get more traffic, and grow your brand online.<\/p>\n <\/p>\n You will be provided with a FULL arsenal of tactics to communicate WORLD CLASS content, gain targeted traffic, and the learn the biggest secret that will leverage ALL your efforts, as well as help you create a respected and AUTHORITATIVE presence within your community.<\/p>\n <\/p>\n You will understand the cause and solution for how to break through your mental and socio-economic limitations, AND live the life you\u2019ve dreamt of.<\/p>\n <\/p>\n You will learn how to turn your content into currency, and maximize your greatest asset.<\/p>\n How to use your content to generate targeted traffic, and build a loyal audience that loves you for life.<\/p>\n Learn how to Drive Targeted Leads to a Targeted Message and Convert Visitors into Loyal Subscribers and Customers.<\/p>\n It\u2019s the only program like it, and it\u2019s created for you specifically. You\u2019re welcome! \ud83d\ude09<\/p>\n <\/p>\n USP:<\/span><\/p>\n <\/p>\n The Comprehensive-Content, Audience, and Traffic Training course FOR Experts and Modern Musicians\/Creators.<\/p>\n How to build a Tribe and Perpetual Lead-Flow for your Brand using the Internet.<\/p>\n The only Online Lead Generation course you\u2019ll ever need.<\/p>\n It\u2019s all broken down into a simple 5 step framework that you can refer to for the rest of your life, to keep things as uncomplicated and clear as possible.<\/p>\n <\/p>\n Production = content creation <\/p>\n These FIVE core functions, are skills and key areas of focus-that you will develop, get good at, and ultimately master if that\u2019s something you desire to do.<\/p>\n <\/p>\n 1. To Be Able to Develop, Create and Communicate High Value Content (Production)<\/strong><\/p>\n 2. To Define, align, and communicate your brands message and Unique Value Positioning (Positioning)<\/strong><\/p>\n 3. To Drive Targeted Traffic To a Sales Funnel That Works (Promotion)<\/strong><\/p>\n 4. To Profit, Test, Measure, and Improve all results through effective performance analysis. (Performance)<\/strong><\/p>\n =<\/p>\n 5. To build and maintain a loyal audience that loves what, why, and how you do what you do. (Platform) <\/strong>The Master Function and the KEY to success in the NEW Economy. You need to build a solid foundation for your network and audience.<\/p>\n <\/p>\n Positioning:<\/span><\/p>\n <\/p>\n Official Bootcamp for Content Creators by THE Business Coach and Consultant for Content Creators!<\/p>\n <\/p>\n After a decade of focusing on just this business model, working with Expert\/Artist\/and Personal Brands of every level, making virtually every mistake, and having been fortunate to learn from some of the best masters and mentors on the planet, I\u2019ve created the ultimate training course for content creators in the modern world.<\/p>\n <\/p>\n Content Academy is a sophisticated, FOCUSED plan of action<\/strong><\/span> that will actually TEACH you HOW to use the tools of the Modern Content Creator<\/em> to create and communicate your content, drive targeted leads<\/em> online, CONNECT WITH THEM authentically, and Build a Loyal Audience that Loves You For Life.<\/p>\n <\/p>\n To signup and\/or reserve your seat, go here and nab a spot before they\u2019re all gone.<\/p>\n <\/p>\n In Conclusion<\/strong><\/p>\n <\/p>\n You now have a solid foundation with some practical examples of what you need to do, why it\u2019s important, and some simple frameworks for HOW to do it.<\/p>\n <\/p>\n Again, begin by answering these questions and if you have any other questions or points of confusion, either reread the article, or see me in the comments and we\u2019ll get you squared away.<\/p>\n 1. Complete the following sentence… \u201cI help x, do x, so that\/to achieve x.\u201d<\/p>\n 2. I do it better or differently from everyone else who does something similar by\/because…<\/p>\n 3. The perspective, story, and position I speak and deliver my message from is…<\/p>\n <\/p>\n Until next time.<\/p>\n Be Your Best,<\/p>\n Jamie<\/p>\n <\/p>\nLet’s Review Our Progress<\/span><\/h2>\n
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\nThere are many variables. Nothing is a one size fits all, but it\u2019s a beneficial exercise in gaining more clarity and focusing your core marketing message.<\/p>\nDon\u2019t Be THAT GUY<\/strong><\/span>.<\/h2>\n
\nSpecific
\nIn Customers Language
\nTangible<\/p>\nBranding Position<\/span><\/h2>\n
\nPositioning = branding
\nPromotion = marketing
\nPerformance = sales and testing
\nPlatform = Infrastructure, network, audience<\/p>\n