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You Never Have a Second Chance to Make a First Impression: Position Your Company Wisely
by: Kelly ONeil
Copyright 2005 UpLevel Strategies

One of the most profound statements made on the subject of positioning comes from Louis Carroll's, Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "If you don't care where you're going, it doesn't make a difference which path you take."

Your positioning statement is the foundation on which all communications activities are based upon. It is the most important marketing practice, and often the most overlooked. Without clearly defined messages and positioning, promotion efforts are fruitless.

From a management perspective, positioning is the cornerstone of an effective communications plan. A well-crafted positioning statement defines your company's direction. A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. The purpose of this is creating clarity, consistency, and continuity in the way your organization speaks to the market. This makes all forms of communications less complex and easier to manage.

Once established your company should actively apply its new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. This means that if communications do not support the sought-after positioning or do not include, reflect, address or amplify the positioning statement and key messages, they are off strategy. This positioning process should be repeated as market conditions require, semi-annually is customary.

An effective positioning statement answers seven essential questions:
� who you are
� what business you're in
� for whom (what people do you serve)
� what's needed by the market you serve
� against whom do you compete
� what's different about your business
� what unique benefit is derived from your product or services

Think of positioning as the perception your target audience has of your product. You have total control over this element of your marketing efforts, and it is critical to how you develop the rest of your plan. Planning your service�s positioning must involve taking into consideration such issues as the competition and how their services and products are perceived, the needs and desires of your target audience, and the element of mystique or drama that your product or service naturally has about it.

In crowded markets, it is very important to position your company and products appropriately. Think about the 3000 messages your audience is bombarded with every day! In order to stand out, your product has to have a clear position in your audience's mind.


About the author:
Kelly K. O�Neil, Chief Strategy Officer, UpLevel Strategies Business & Marketing guru Kelly O�Neil is passionate about helping entrepreneurs succeed in business through her Business Mastery Success System. She is the lead author of �Visionary Women Inspiring the World: 12 Paths to Personal Power� (Skyward, 2005) and is writing her second book Guerilla Business Strategy with mega-marketing genius Jay Conrad Levinson. Kelly�s company received several awards for her exceptional work including the PR Compass award for outstanding Public Relations, The ADDY Award for Branding and recently received the Purple Cow Award acknowledging her company as one of the Most Innovative Companies in America by best-selling author Seth Godin. For more information, or to subscribe to O'Neil's Arrive! E-newsletter filled with countless tips and resources for creating more profit in your business, visit http://www.uplevelstrategies.com. Please contact UpLevel Strategies at (408) 615-8150 for a Complimentary 30 Minute Strategy Session.


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Rental Property Investment - Finding The Properties
 by: Steve Gillman

Rental property investment starts with finding the best deals. To do this, you can increase your odds by finding more deals. Who's more likely to get a cheap apartment building, an investor that looks through the MLS listings and calls it a day, or the one that uses ten resources? Here are those ten:

1. Look in old papers to find "For Rent" ads. Call if they are a few weeks old. The landlord may be ready to sell, especially if he hasn't yet rented the units out.

2. Look up old FSBO ads. Call on two-month-old "For sale By Owner" ads, and if they haven't sold, they may be ready to deal. Owners often give up the effort, but still would love to sell. Help them out!

3. Drive around looking for "For Sale By Owner" signs. Owners often don't want to pay to keep the ad in the paper every week, so you won't see all properties there.

4. Find abandoned properties. That's a pretty clear sign that the owner doesn't want to deal with the property. He might sell cheap.

5. Talk. Let people know you are looking and sometimes the properties will come to you. There are a lot of owners out there who want to sell, but haven't yet listed their property.

6. Talk to bankers. You might get a foreclosed rental property cheaper if you buy it before they list it with a real estate agent.

7. Offer someone a finder's fee. There are people that always seem to hear about the good deals. Have such people coming to you.

8. Eviction notices. If your local papers publish eviction notices, or if you can get the information at the courthouse, it can be useful. A landlord who just went through the procees of evicting tenants is a likely seller.

9. Use the internet. Go to a search engine and enter the type of real estate you are looking for, along with the city you want to invest in. You never know what you might find.

10. Put an ad in the paper. "Looking for rental properties to buy," might be sufficient to generate a few calls.

There is a lot more to learn to do it right, but finding good properties is a good place to start for rental property investment.

About The Author
 

Steve Gillman has invested in real estate for years. To get a free real estate investing course, and see a photo of a beautiful house he and his wife bought for $17,500, visit http://www.HousesUnderFiftyThousand.com.

 

 



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