If you
know what we mean by "Personality-Based Positioning",
you have probably encountered people who have a natural
affinity for this high-level interpersonal skill.
Thomas Leonard was a master of Personality-Based
positioning. His unusual talent for making his
extensive virtual network feel like valued colleagues
provided equally unusual benefits.
A long, friendly, "thinking-out-loud" e-mail to
his e-lists would result in huge responses. His
R&D team, (yep, I was one), willingly
volunteered ideas, our intellectual property to
be included in this group of elite "thought
leaders".
We are all unique and special. The recent rash
of talent shows has proven beyond a shadow of a
doubt that there are many, many people in the
world who are incredibly gifted. The challenge
is to leverage our uniqueness into an entity
that attracts others and can be positioned to
support a profitable business. Performers
develop public personas to make them more
attractive to their fans.
A more authentic approach is to define your
actual interpersonal style, then amplify it!
Why are people drawn to you? What's your
attraction factor? Creatives are often attracted
to Creative/Rationals - as they understand them
and go beyond understanding to merge logic with
creativity. Systematic people can attract
free-former spontaneous individuals - as they
know that systems will be supportive of their
free-form talents.
Create
your Personality-based positioning by
understanding what you provide for others.
Once you're clear on your attraction factor, the
possibilities are endless! Just use the brand
positioning formula below:
1. Who
are you and what are you one of?
2. Who
is your target audience? (Whose needs are you
serving)
3.
What is your specific genius, or USP? (Unique
Selling Proposition)
4. Why
should they believe you?
(What has qualified you to deliver this
particular product or service?)
(For more on Personality-Based Positioning,
check out our
Tele-Class on this topic.)
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