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.

My Position

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 do it!

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.

Copyright (c) 2008 Anita Bruton