How do I know if my positioning is wrong?
A few tells.
- 01People can't repeat it back
- 02You keep getting the wrong enquiries
- 03You're competing on price
- 04Your best customers came by accident
- 05You need three sentences to explain it
- 06Nobody argues with it
People can't repeat it back. Ask a customer what you do. If they describe it differently to how you'd describe it, that's the real positioning, and yours is just words on a page.
You keep getting the wrong enquiries. People asking for things you don't do, or asking for a cheaper version of it. Your positioning is pulling the wrong crowd.
You're competing on price. If price keeps coming up first, nothing else about you has landed.
Your best customers came by accident. They found you sideways, not through the thing you say you do.
You need three sentences to explain it. And a different three each time.
Nobody argues with it. Positioning that offends nobody usually attracts nobody either. If everyone agrees you sound fine, you sound like everyone.