Positioning

Positioning is the answer to three questions: who is this for, what does it replace, and why should they believe you.

What it replaces

Every purchase displaces something — a competitor, a manual process, or doing nothing. Naming the alternative makes the value obvious and the price easier to defend.

Proof beats adjectives

«Professional, reliable, quality» describe every competitor equally. A specific number, a named process or a guarantee that costs you something when broken carries weight that adjectives never do.

• ChannelsSearch, referrals, local presence and paid ads: what each is good at and what each demands.
• MeasurementWhy leads and revenue beat impressions, how to attribute calls, and the vanity metrics to ignore.
• AboutAn independent primer on small business marketing.