Know-How Exchange : Strategy

"Positioning" is taking how your target customer perceives the existing providers (your competitor brands) and taking what is truly unique about your brand (verses those competitors) and forming a core strategy you can own because your target audience will concur with your brand messaging, it will ring true.

So who are your competitors? What "positions" do they own? This information will be the basis for the strategy you can build on over the long haul.

hope this helps,

Steve

Start by ensuring that employers will love the prospective employees you train. So, before you train them, do your homework - have informational interviews with a variety of employers, finding out what they look for, how they find prospects, and how they decide to hire. With this information, you can begin to create a marketing message that will resonate with your audience.

So from your latest input a tagline or summary phrase might be something like -

"Coaching to get a job, Coaching for a lifetime career"

Hope this helps,

Steve

You have to address your market and let them know what you can do for them. You have to show them what they’ll get if they choose you instead of your competitors. Build a reputation. Focus on a few clients. Then you can add their success stories in your campaign.

Start with some informational interviews with prospective clients. Don't try to sell them anything. Just prepare a few high-gain questions, ask them, and let them talk. Take detailed notes, and stay fully engaged in the dialogue (so they don't think you're sleeping).

After you've completed 8-10 of these, step back and review your notes. You'll be amazed at how well prepared you are to answer your own question.