Positioning

If you want people to buy your product you need to position it in their minds as the best way to solve a problem they care about.

To get a product ^… A gadget, a service, a company, an institution, or a person.

bought (or used), making it good is not enough; prospects must know about it and believe that it’s the best solution to their problem. Positioning is the process of shaping their minds such that they believe that. ^… David Ogilvy defines positioning as “what the product does and who it is for.”