October 2, 2018

Focused and specific and interesting

Having a soggy positioning statement is a recipe for low prices. It positions you as a commodity. You appear to be interchangeable with virtually anyone else who has a similar skill set. It creates a race-to-zero dynamic.

Here’s a real-life example...

Check out this actual positioning statement from a personal trainer:

I provide individualized planning to meet my clients goals through exercise and proper nutrition.

Here’s another one:

I enjoy helping clients reach their health and fitness goals.

And one more (this one’s a doozy):

I provide affordable and innovative health and fitness training techniques for general to specialized populations based on client convenience and comfort.

Do any of these real-life examples make you think:

“Wow! That’s exactly what I’ve been looking for!”


“I have to forward this to Bob! This would be perfect for him!”


“I should share this with my mailing list! They’ll love it!”

Probably not. Why? Because they’re vague and generic and boring.

Compare those soggy real-life positioning statements to the following made-up ones:

“I help new moms lose the baby weight in three months or less, guaranteed.”


“Did you fall and break a hip? I can help you regain your stability and confidence.”


“If you sit in front of a computer for work, I can help you shake that nagging pain in your neck, shoulders, and lower back.”

See the difference?

These three made-up positioning statements are focused and specific and interesting. They all trigger a Rolodex Moment for me - but I cheated by making them up based on people I know ;-)

What about you? Do any of the made-up ones make you think of someone? Do you almost wish they were real so you could share them with someone?