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Why it is difficult to articulate your competitive advantage
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Why merchandisers struggle and marketers win in this economy
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Four reasons to never underestimate the power of positioning
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Why and how value is determined by the buyer, not the seller
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How to position yourself as distinct
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How to humanize and personalize all your interactions to demonstrate your unique value
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How to find the right messaging
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Five principles for communication of your distinct competitive advantage
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How to connect with the mind or emotions of the client or prospect
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Why your advantages solve their issues and provide direction and great value
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What motivates individuals to purchase products or pay for advice
