Captain’s log, stardate 20181003


Soggy word salad, personal trainer edition

Sent by Jonathan Stark on October 4th, 2018

What’s so bad about a personal trainer with the following positioning statement?

“I enjoy helping clients reach their health and fitness goals”

Sounds nice enough, right? Yes, but... it’s still soggy word salad.

I’ll break it down for you:

To summarize, the positioning statement "I enjoy helping clients reach their health and fitness goals" could have been rewritten more concisely as, "I’m a personal trainer." It’s me-focused, not you-focused.

But worst of all, it doesn’t answer the questions: 

Can you answer those questions with your positioning statement for a given product or service? If you can’t, it’s going to be virtually impossible to price your offering profitably. 




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