Let’s cut through the fluff: being “better” than your competition isn’t enough.
Why? Because better is subjective – and it usually sounds the same to your customers.
- “Better service” – heard it.
- “More experience” – boring.
- “High quality” – so does everyone else.
What actually sticks? Being different in a way that matters.
Positioning = Your Place in the Customer’s Mind
Good positioning answers one question:
Why should I choose you instead of someone else?
Not “why are you good,” but why you’re the right choice for the right customer at the right moment.
If you can’t answer that clearly – in plain English – you’re blending in.
Real Positioning Isn’t About Buzzwords
It’s not about clever slogans or trendy branding.
It’s about claiming a clear, specific space your ideal customer cares about.
Examples:
- A CPA who only works with restaurants.
- A dog groomer who focuses on senior pets.
- A copywriter who only writes for female founders.
These businesses don’t just offer services – they own a lane. And owning a lane makes marketing easier, pricing stronger, and competition irrelevant.
How to Get Clear on Your Positioning
- Find the overlap between what you do well, what customers care about, and what competitors are missing.
- Ask your best customers why they chose you. Their words are pure gold.
- Pick a focus – a niche, a style, a specialty. Then double down on it.
This isn’t about boxing yourself in – it’s about standing out.
Truth bomb: Most businesses fail to differentiate. That’s why they compete on price and get frustrated with flaky clients.
If you want to grow a business that attracts the right people, charges what it’s worth, and stays top of mind – positioning is your power move.
Want a step-by-step guide to finding your edge in a crowded market?
Key #2: Market Research & Positioning in the 12 Keys to a Profitable Business series gives you tools, templates, and tactics to clarify your space and win your audience’s attention.