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①
Perceptions:
Marketing is a battle of
perceptions. Focus on the
perceptions of your prospect,
not the reality of your product.
②
Benefits: Describe
differentiated customer
benefits, not the product.
③
Difference: Be
Different. Don't copy others, be
yourself, think creatively,
think outside the box.
④
Category: Create your
own market niche and give it a
name.
⑤
Leadership: Position
yourself as the leader in your
market niche.
⑥
Simplicity: Send
simple messages to help
customers make right choices
faster.
⑦
Partnership: Position
yourself as a business partner,
not a seller.
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