Why should anyone do business with you? Can you articulate your value as a travel counselor? If the value of a service cannot be articulated it cannot be marketed. In fact, if the value of a service cannot be articulated it cannot be understood and, therefore, is likely to be misunderstood.
Being able to position your company’s unique value is a big part of the branding exercise and necessary to engineering the way that the public perceives your travel practice. When you position your travel practice, you set the expectations that the public has when they do business with you. The good thing about positioning is that, as the word implies, it is largely under your control. You get to determine the key psychological understanding the public takes away from your marketing efforts. Read the rest of this entry »