Your customers love you, but prospects don’t get it. Sales take forever. Competitors keep winning deals. You’re always explaining what you do. These are all symptoms of bad positioning.
Good positioning answers three questions instantly:
- What is this?
- Why is it different?
- Why should I care?
Start with your best customers – the ones who bought fast and never leave. What made them choose you over doing nothing, using spreadsheets, or picking a competitor? That’s your real competitive set.
Your unique features only matter if they solve real problems. “Faster loading” isn’t valuable – “saving your team 10 hours/week” is.
Pick your category carefully. Call yourself a CRM and you’ll fight Salesforce. Choose a different frame and you change the game.
Target narrowly first. Find the people who need you so badly that selling feels easy. You can expand later.
Forget clever slogans. The best positioning is obvious, not creative. If it doesn’t feel painfully simple, keep working.
Because in the end, people buy what they understand.