What really matters with positioning?

by Kai Davis | Last Updated: May 31, 2020
What really matters with positioning?

Accept that nailing your positioning is an iterative process. Your positioning won’t ever be perfect. But it will get more specific, targeted, and relevant with time and iteration.

Your positioning statement (or Laser-Focused Positioning Statement) is a two-sentence message that tells people what your business is, how they will benefit from it, and how it is different than others.

I’m a DISCIPLINE who helps TARGET MARKET with EXPENSIVE PROBLEM. Unlike my competitors, UNIQUE DIFFERENCE.

Your positioning journey is going to start with a hunch about who you want to work with (market, niche, expensive problem). Then you’ll refine that idea through market research conversations, experimentation, and testing.

Improving your positioning is about making the journey from something wide

“Helping small business owners get more listeners to their podcast…”

to something narrow

“Helping growing technical marketing agencies get more listeners to their podcast…”

and then making it more narrow and specific to match your ideal/best clients

“Helping technical marketing agencies reach more Healthcare CMOs with their podcast…”

After all, the law of raspberry jam applies to positioning: “The wider you spread it, the thinner it gets.”

Excelsior!

Kai

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