Many people working on marketing area know the positioning theory discover by Jack Trout &Al Ries. This outer-insider thinking way has reshape the way people marketing their brand. But sometime there are some people especially for small&medium company,they know little on this theory. As a positioning consultant in China,I have already prepared this Slide Presentation according to my experience in positioning practice experience. See if this is ok for you.If you have some thought to share,please contact me through Linkedin,or wechat at the end of this presentation. How small&medium enterprise applying positioning theory in business writing

1. Positioning theory in Business Writing
By Linkin yuan
How Small&Medium Brand Applying

2. 1.Say something on Positioning communication
2.How positioning theory can apply in business wirting
Contents

3. 1.Say something on Positioningcommunication

4. Everything In vain Without communication
When a company find a strategic positioning
Internal Operation
Optimization
External Communication
Expand

5. Advertisement
Public
Relation
Content
marketing
Large Brand Large&Medium Brand Medium & Small Brand
3 Way To use in Communication

6. Pay for media for certain ad place
Definition of Advertisement

7. Most used in 20st
century
01 Need to a lot of
money02 Large Company's
favor03
Keywords：Ad place,exposion
3 Key Elements

8. TV times
Portal and
search
Tecent based
on social
network
much more precise in evaluate ad's performance
Media Evolution

9. Unique
Selling Point
Brand image
theory
Creativity is
first
Main Thinking

10. Ad Practice In China Market

11. Keywords：communication、event、like news、support from public
Definition of Public Relation

12. Apply mainly
in 21st century
Still need some
money
Large&medium
brand's favor
Keywords:ability to create hot topic around 、Attention to acquired among prospect
3 Key things

13. General PR
PR guided by
positioning
Focus on how to strengthen brand position
Set PR plan around brand position
Public evolution

14. 奚梦瑶维密秀跌倒 喜眠贾千生里斯品类大会当众脱衣撕眠
PR Practice In China Market

15. From Wikipedia
Definition of Content Marketing

16. From American content assosication
Definition of Content Marketing

17. Self-meida
background
Every brand or
person can
operate media
Operation
in daily
Operation
3 key things
Mobile Internet
Wechat provide
tool for brand to
communication
daily content create
around brand
positioning

18. Marketing
product
Operation
Media
Manage content
around
positioning
Content helps you to build your influence in your industry
The changing role of company

19. Build Content
Marketing Team
Ensure every
content focus on
brand positioning
Ensure different
content have
Synergy Effects
Let Content help company strengthen brand positioning
Upgrading of Content Marketing

20. Content Practice In China Market

21. Practice of B2B Brand
I served before.
No enough budege to ad
or pr
content have become
very important in this
company

22. Marketing status for small&medium company
Lack of
positioning
theory
Without better
PR or Ad
practice
Lack scientifc
marketing
theory or tool

23. PR will be a better way for small&medium company
to communicate brand positioning
Content marketing will be the best ally to strengthen brand positioning
And content marketing will be a better way to build brand
for many more company brand,person brand
From our practice and experience

24. Writing
Business
Writing
writing for
brand
Key skill in content marketing
Writing has become a better way to communicate thinking or idea.
From General writing to write for brand,

25. 2.How positioning theory can apply in business wirting

26. Apply positioning theory into business writing
Help company or one person build systematic
business writing thinking
ultimate goal is to build brand
Principle：connect cognition ,on the ladder of prospect mind
to be No.1at least in certain category
Our Guiding Thinking

27. Positioning and language
The nature of positioning is to Recombining words to influence mind
One word
occupy mind
Thousands
word for one
word
Many brand prefer ad for one word rather than build influence through daily content operation

28. 3 Key pain spot
Why to
write
What to
write
How to
write

29. Nature of Writing
network
information
Linear
information
Turn scattered keywords into orderly, structured written information

30. writing
business
writing
positionin
g writing
basic express
add business
feeling
getting into
mind quickly
Upgrading of writing

31. Business English Daily English
Business language Daily image
Business image Daily imageVS

32. Business writing has become a must need
Especially in business world

33. Mind Competition
Self-
analysis
revelvant
infromation in
prospect's mind
Try to be first in
some category(or
sub-category)
What kind of
content I can really
provide
Triangle Analysis in Positiong writing

34. Being the
first
Relvant
pubilc
topic
Create
scene
Best in 2017****
Never have happen*
New and overall on ***
The first to****
Public topic
in your industry.
Like a movie,or a
novel.
Last night, many
years ago and so on
Three way to get into mind

35. Building
scene
make
conflict
Trigger
problem
provide
Solution
How to create scene

36. Rubbing
hot spots
Making
hot spots
public
Emotion
User care
escape
beijing,shanghai,guangzhou
in 4 Hour
Why not marry?
Choice is greater
than effort
One Belt one Road
Some cases

37. Rubbing
hot spots
Making
hot spots
public
Emotion
User care
escape
beijing,shanghai,guangzhou
in 4 Hour
Why not marry?
Choice is greater
than effort
One Belt one Road
Some cases

38. I Have written a book on positioning writing
Positioning writing
writing guided by positioning
theory
first apply positioning theory in
business writing and content
marketing.
From Strategy to tactics ,much
more scientifc way to write
powerful articles.
Based on What I show in this PPT

39. In honor of the first positiong book I have Read

40. More to Know,Just Scan with your Wechat