November 10, 2018

Some non-soggy positioning examples

After yesterday’s message about soggy positioning statements, several folks wrote in to ask for positioning statements that I think are pretty good.

Here are several:

Notice how specific all of these are compared to meaningless nonsense like “We create elegant solutions to complex problems” or whatever.

When you read these examples, your brain almost can’t help running through the list of people you know looking for a match on the target market.

For example: “Huh... do I know any...”

I call this mental matchmaking event a Rolodex Moment and when they start happening to you it’s an indication that your positioning statement is refined enough to start bearing fruit in the form of increased word-of-mouth, referrals, inbound leads, etc.

I know this it seems counterintuitive, but narrowing your focus actually increases your leads.