The Duke of Edinburgh Knows

By Nigel BotterillĀ 

One of the funniest things I’ve seen this month happened on the 4th of May when the Duke of Edinburgh was at Lord’s Cricket Ground to officially open a new stand.

In front of all the cameras he said “You’re about to see the world’s most experienced plaque-unveiler in action.”

It was highly amusing, mainly for the deadpan way in which he delivered the line, but it also demonstrated one of the most valuable assets in any marketer’s armoury: POSITIONING.

Most people throw away their positioning without any thought.

They’re ‘an electrician, an HR consultant, an architect, an IT Support company’. They just describe what they do NOT what makes them special, unique, different in some way.

For crying out loud, most don’t even try! Bonkers.

You’ve gotta love the Old Duke. He may have meant it as a gag, but he is right. He is indeed the world’s most experienced plaque unveiler!

Why should your prospects choose you over all the other choices they have?

If the Duke unveils your plaque you get the most experienced guy in the world doing it.

What’s your equivalent?

Have a great week,

Nigel