Marketing · Lesson 1
Clear positioning
Be known for something specific, for someone specific.
Positioning is the space you hold in a client's mind. 'We do everything for everyone' makes you forgettable and forces you to compete on price. Specific positioning makes you the obvious choice for a certain type of client and problem.
Write a positioning statement: 'We help [who] achieve [result] through [how], unlike [alternatives] who [weakness].' Narrow does not mean you refuse other work. It means your marketing, proposals and stories focus on the clients you most want.
Test your positioning with the 'so what?' check. If a prospect could say 'so what — everyone says that', it's too generic. 'Quality design' fails. 'Healthcare facilities designed to meet accreditation standards first time' passes.
Example — Hypothetical: sharpening a message
Before: 'Innovative architecture and interior solutions.' After: 'We help hotel owners in West Africa open on schedule with designs built for local construction realities.' Prospects now know if it's for them in five seconds.
Try this
Fill in the positioning statement for your work. Then run the 'so what?' test on each part.
Reflect
What do your best clients say you are uniquely good at? Is that what your marketing says?