The Positioning Question πŸ—ΊοΈ

When it comes to getting more clients, the most critical question to ask yourself about your marketing is The Positioning Question.

Why is this important? Because if you don’t know who you’re looking to attract or the painful problem you’ll be remedying for them, your marketing will suffer.

If we think about the 80/20 of getting clients (online or offline), you will have an outsized impact on your marketing and your ability to attract clients if you:

  • Think about your positioning
  • Identify who your work serves (your market)
  • Identify the expensive problem you solve for your market
  • Make both of the above as small, specific, and relevant as possible

That last one trips people up. After all, if you want more clients, shouldn’t you make your marketing include more people?


The more specific you make your marketing (and your target market), the easier you will reach the right people. A narrow, precise positioning makes it easier for you to find your prospects and stand out to them.

Let’s Talk About The Positioning Question

Okay, I’m cheating. These are actually two questions, but they’re equally important and come together as The Positioning Question.

Who does your work serve?

This should, ideally, be an industry (e.g., dentists, dog lawyers) or a technology/platform (e.g., Shopify, AWS) vertical.

It can be a horizontal (e.g., eCommerce as an undifferentiated take-all-comers from Etsy Store to Enterprise Store)

My take? Focus on a small, niche vertical. Make it as small as possible to start. Then, once you get traction, you can slowly expand for ruthless, unfettered business domination.

What expensive problem do you solve for your market?** 

Ideally? This should be an outcome paired with a problem that your clients are experiencing. The problem should be costing them money (directly or indirectly) or time (often a good proxy for money).

Your Turn

Tap reply and let me know your answers to The Positioning Question. I’m curious what you have to share:

  • Who does your work serve? What market do you work with?
  • What expensive problem do you solve for your market?



p.s., Everything I know about positioning (for freelancers, indie consultants, and firms) I learned from my good friend (and the “Prince of Positioning”), Philip Morgan.

Philip just released the new, updated version of his book, The Positioning Manual for Indie Consultants (Amazon link).

I’m reading through a copy of it, and it’s a great book. Lots of information packed inside.

If you want to improve your positioning, do better work, and take steps towards specialization, you should read it:

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

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