69. The Law of Positioning
The customer’s perception of you and your company is his reality and determines his buying behavior with you.
The way your customer thinks about you, talks about you, and describes you to others determines everything he does or does not do in relation to you and what you sell.
Every product or service must be perceived positively by the customer before that customer can make any kind of buying decision. The most successful products and services are those that the customer perceives are from the most desirable and trustworthy suppliers of these products or services.
With proper positioning, your product or service will be seen by customers as the product of choice, against which others are compared. Some examples ...
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