3. What is "positioning"? And does it matter in DM?
You are wise to spend more time improving your product or service and thinking about its positioning than anything else.
The positioning is the 'character' or personality of your product, service or firm, as opposed to what it is. Is it efficient? Or friendly? Or cheap? Or a luxury?
How do your competitors see you? How do your employees and shareholders see you Who do you think you are competing with?
How you are perceived and your position in your market should govern much of your direct marketing – or any other communications.
For instance, the tone of voice you use when communicating with people, the frequency with which you communicate with them, and the types of offer you make to them. Indeed, everything - right down to the emphasis you place on your brand name in your communications.
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