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The important difference between being interesting and being an expert

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I’m a firm believer that every marketer or copywriter should know what positioning is.

And if you know how to build a strong positioning for clients or customers, even better.

I was listening to a podcast with positioning expert April Dunford (check out her book “Obviously Awesome” if you still haven’t) and I loved how she defined positioning:

“Positioning defines how your product is the best in the world at delivering some value that a well defined set of companies care a lot about.”

It goes back to what we were discussing yesterday, depth.

April went so deep into this topic that she’s able to articulate is so well.

This is her positioning.

Clarity requires depth.

But positioning is not only an important idea for companies or consultants.

It also matters for your personal brand. Even as a friend, parent, spouse or whatever.

Strongly defined and intentional positioning is the difference between someone who’s just interesting and someone who’s an expert.

Here’s how Keith Ferrazzi describes it in “Never Eat Alone”:

“Being known is just notoriety. But being known for something is entirely different. That’s respect. You have to believe in something…”

Are you simply known or are you known for something? What do you believe in? What do your people care a lot about? How can you be the best in the world at that?

Good questions to ask yourself each and every day.

P.S. I’ve been peddling this for a while now, I know, but next week is the week. I’m dropping a new Youtube video that will kind of restart my channel. Working on the editing today, lots of stuff to learn – but that’s why I love what I do.

If you are into copywriting, business, lifestyle design and nerdy topics, follow along.

Quote and reflection of the day:

“When crises strike don’t waste them. No problems, no progress.”

– Kevin Kelly, Excellent Advice for Living

Learn to view problems as signs of progress. Facing more problems doesn’t mean you’re doing things wrong. What you now call a problem will become just another day at the office if you keep growing. Don’t stop.

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