The cornerstone of effective marketing is “positioning”– a concept that has increasingly gained importance since it entered the marketing literature almost 50 years ago. For an agent, your positioning is what sets you apart from the competition. It provides a prospect a clear reason to become a client. Your future success depends upon your ability to build and sustain a perceivable marketplace advantage.
An effective positioning strategy provides a firm foundation for all your marketing and promotional efforts by focusing on your competitive advantages and relevant marketplace differentiation. Positioning can also help you make important strategic determinations — such as how to build the greatest value into your business — and clarify your vision and mission. The focus provided by effective positioning will enable you to concentrate resources on marketing and promotional approaches that appeal directly to your target market(s) and offer the greatest opportunities for success.