Making small positioning bets

People — me included — get scared when it comes to taking steps with positioning.

Niching down is hard. It feels like an important public exercise and that’s scary. (“Isn’t everyone going to pay attention? Won’t everyone see if we/I/you fail?” Na. That’s why you need both positioning and marketing.)

As I get to work growing Double Your Ecommerce (https://doubleyourecommerce.com), I’m trying out different positioning statements and taglines to see what resonates with my target audience.

You always hear the advice, “Try it out on LinkedIn!” but LinkedIn is a more thirsty cesspool than Tinder — and I try not to use either.

So, what’s left?

What about Slack?

(Please note: this approach will not work if you’re, say, only in your company or team’s Slack and no others. However, if you use Slack the way I do — to idle and participate in business-focused Slack communities — then this tip might help you try out your positioning and see what resonates with your target market.)

The big idea: test out your positioning statement in a small way

What if you take your display name in Slack:

And use it as a place to test out your tagline and or positioning statement?

What happens if you make it that easy for people to know what you do and who you can help?

Well, when you do that, it’s easy for people:

  • To know what you do
  • Have that ‘Ah ha!’ reaction to your positioning
  • And reach out and start a conversation

For example:

and:


Na. It ain’t growth hacking.

Don’t expect a huge amount of leads to suddenly burst down your doors when you change your Slack display name.

What this is is a way to put on a metaphorical name tag when you’re interacting with your target market.

That makes it easier for people to know who you are and how you can help them.

And when you make it easy for a small, specific group of your total target market to know how you can help them, people will start to take notice. And then great things will start to happen.

And what should you do when people start to take notice?

How should you start to work with them? What should you offer them as your initial service offering?

One way to offer value to a new target market is by offering a paid roadmapping/discovery engagement.

When you sell roadmapping, you’re selling strategy. You’re leveraging your years of expertise, insight, and knowledge to help your clients overcome a painful challenge they’re facing.

With Quick Start Roadmapping, you’ll learn how to:

  • Start selling paid strategy-focused ‘roadmapping’ projects
  • Stop writing proposals (and start charging for your insight)
  • Radically differentiate yourself from your competitors (you aren’t ‘just’ a pair of hands)

You’ll see a fantastic return on your investment when you sell your first paid roadmap, no matter if you sell it for $500, $1500, or $5000+.

Read more about Quick Start Roadmapping right here →

Excelsior!

Kai

I write a high-quality, daily newsletter about marketing, growth, and lead generation for indie consultants, freelancers, and service professionals.

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