Basically there are two methods of marketing: broad positioning (the 'shotgun approach') and targeted positioning (the 'rifle approach'). Chewing gum, candy bars and soft drinks are good example of broad positioning; you distribute your product in every possible location because just about everybody is a prospective customer.

Targeted positioning requires a lot of research and thought to determine who is the most likely customer and what is required to induce him/her to buy your product or service. The research requires answers to the following questions:

1. What attributes of your product or service can be tied to the emotions of your prospective customers?
2. What needs or wants of your prospective customers can be met by your product or service?
3. Would you and/or your company have any special attributes (e.g., professional training) that could be emphasized to attract customers?
4. What highlights or benefits does your product have that are special — or even unique?
5. Is there a specialized application which is a good fit for your product or service?
6. Is there a recent event or current situation to which you can tie your product or service?
7. Have your competitors been shown to have a weakness of which you can take advantage?
8. Are you able to acquire your product, or perform your service, at a lower cost so you can undercut your competitors' prices?
9. Do you have an approach to selling your product or service that, because of its uniqueness, would make its purchase easier or more pleasant?
10. Have you devised a name for your product or service that would act as a significant incentive to purchase it?

Your Personal Think Tank

After you have answers to these questions — or at least as many of them as you could answer — it is time to assemble your friends and relatives into a think tank and explore the possible approaches you could take to maximize sales. Most people like to be asked for their opinions on important subjects and you can certainly expect a lot of opinions. Listen to them, take good notes but do not make any decisions until after you feel the better thoughts have been voiced. Then think it over, by yourself, and carefully make your decisions. Do not make any decisions in the presence of your team. And don't shoot down opinions that seem ridiculous. After the session is over and you are reviewing all that has been said you just may find that the 'craziest' suggestion is the winner!

Obtaining Adequate Financing . . .