ABSTRACT
Now for the third marketing cornerstone: why should anyone bother appointing
you?
If you have identified your positioning and your demographic target markets
carefully, you have got a couple of foundation stones in place for a platform for
some strong sales propositions. If you have also thought about the psychographic
profile of that target market, add another stone. If you understand a target
individual well enough to work out what, if anything, will make them decide to
appoint you as their design consultancy, you are nearly there.
