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!”

Or:

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

Or:

“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.”

Or:

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

Or:

“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?

Yours,

—J