Captain’s log, stardate 20181110
Some non-soggy positioning examples
Sent by Jonathan Stark on November 11th, 2018
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:
- I’m a software automation consultant who helps regional restaurant chains decrease operational costs of their take out services.
- I’m a web performance consultant who helps Fortune 50 retailers double their web pages views.
- We are a design agency that helps human rights advocacy groups increase their online donations.
- I’m an application consultant who helps bank REO department managers eliminate two days worth of administrative busywork every month.
- I’m a digital designer who helps print design agencies attract younger customers to their client’s brands.
- I’m a process automation consultant who helps orthodontists increase their per-patient profit numbers.
- ‘PHP For Profit’ helps tech support employees move to a more profitable career path.
- I’m an expansion consultant who helps franchisors attract new franchisees.
- I’m a design consultant who helps SaaS companies increase CLV prior to going public.
- I’m a data scientist who helps wastewater treatment executives decrease the amount of untreated waste being dumped into oceans.
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...”
- “...chain restaurant execs?”
- “...human rights advocacy group presidents?”
- “...bank REO department managers?”
- “...SaaS company founders?”
- “...tech support employees?”
- etc etc etc
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.