Copyright (c) 2008 Anita Bruton
Your professional profile needs to include a positioning statement. A
positioning statement is a single sentence or paragraph that explains
exactly what you do, what your business is all about, the purpose for
existence is AND very definitely outlines the benefits your products or
services provide to customers.
Positioning though is a lot more than a good statement. It should be
part of every aspect of your business. Every time your business is seen
or makes contact with the any potential client, site visitor, vendor,
banker, or anyone else, the position it has in the marketplace and the
USP (Unique Selling Proposition) must be clear. Anyone who comes in
contact with you should instantly understand what it is you do. A weak,
unclear message will have a negative impact on your potential clients
and all others as well.
When I first started working virtually, my ability to market was very
limited. Coupled with the fact that I didn't even know what exactly I
wanted to do, I was at a standstill. In an attempt to increase my cash
flow, I thought I would offer multiple services. Not a good idea! I
tried to market several different ideas and services at one time, and
found that I was quickly getting nowhere. It took me quite a while to
figure out that this was not a good idea. I couldn't pinpoint who I was
or what my business was all about.
I spent a lot of time researching the Internet, learning all kinds of
stuff. I learned enough about building a website and using html to
actually build my own site. I learned a thing or two about using
content management systems. I learned about blogging, forums, and
discussion boards. I learned about search engine optimization. I was
learning it all! I subscribed to so many lists and newsletters. I
learned how to create a newsletter. I learned about using signatures in
forum posts. I could go on and on with the list of things I learned. At
one point, it occurred to me that although I was learning all these
mechanics of working on the Internet, I still didn't know what I was
doing! I had no idea how to market my website once it was built. I had
no idea how to promote my services or myself. Heck, I wasn't even sure
what my services were!
Refining My Position
Over the next four years a few things happened. I learned it was
important to position myself and my business as an expert in my niche.
It took a while for me to figure out exactly what my passion is, where
my interests lie, and exactly what I wanted to do with my business.
Once I figured it out, my niche became clearly focused, almost like a
laser beam! I was now able to clearly state my position in business.
As a result of refining my position, I am able to clearly state what it
is I do, how I do it and for whom I do it. And let's not forget WHY I
I know what to focus on, coaching other entrepreneurs to create and use
professional profiles that will get them recognized as the expert in
their niche! What is the result for my clients? They get more clients
and more clients, means more dollars!
Having a clear focus and position means I know exactly what I am doing and my potential clients know exactly what I am doing!
Your positioning statement should also be part of your professional
profile. No matter where you are using your professional profile, you
need to include your positioning statement. Sometimes you will find
this statement is almost all you will need to use.
What Is Your Position?
Are you able to present your business positioning statement in one or
two sentences? Do you offer a clear benefit to a very specific niche
and target market? It is so important that what you present to your
potential clients definitively separates you from everyone else who is
doing the same type of thing. You are. Whether they are offering the
same service, the same product, whatever it is, you must be able to
show how you are uniquely different from the competition. You must be
perceived as the expert in your niche to succeed in business. Keep this
in mind as you write and use your professional profile.
About the Author
You are invited to learn more about writing your professional profile at my website:
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