Part 2/6:
Positioning is about distilling your complex business idea into a single, compelling point that captures attention and compels consumers to learn more. Rasmussen describes it as the art of "coming down to the most important thing you need to tell people about your product or service." It’s the critical message that perks up your audience and makes your offering memorable.
He draws a compelling analogy, comparing positioning to movie trailers. A well-crafted trailer excites audiences with a snapshot of the film, much like targeted marketing messages do for brands. Just as trailers emphasize key visuals or themes to hook viewers quickly, businesses must craft succinct messages that highlight their unique selling points.