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You are about to learn an important marketing skill – POSITIONING; that mental space in your target audience’s mind that you can occupy with an idea that has compelling meaning. It’s in this mental space where your solution to the recipients’ pressing problem meet and form a meaningful relationship. This course helps you occupy that mental space by guiding you to a position that is unique, important, believable, and can be used in all marketing situations.

Course Information

Course Instructor

Lawson Abinanti Lawson Abinanti Author
 

One Time Payment

FREE
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Introduction

Welcome
Understanding the Framework
Where are you now?
Consensus Leads to Alignment
Rationale Document
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3C’s Research

3C’s Research Introduction
Channel Research
Competitor Research
Customer Research
Stack Ranking Customer Problems
What is a Message Strategy and Why is it Important?
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The Positioning Statement

What makes a positioning statement and why is it important?
Create and Test your Positioning Statement
Build Consensus for the Positioning Statement
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The Support Points

Creating Support Points
Supporting Your Support Points
Usability Testing
Secondary Buyers
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Final Approval and Use

Building Consensus for your Message Strategy
Management Approval
Executing Your Message Strategy
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