Captain’s log, stardate 20190302
Sent by Jonathan Stark on March 3rd, 2019
Reader Scott de Fasselle wrote in with the following success story in response to my XYPS message from the other day (shared with permission):
Hi Jonathan, I think the XYPS article will help people who are struggling to get started with a positioning statement. Nice work! About a year and a half ago, we changed the focus of our business. When we did that, I used this simple type of positioning statement. I began telling people in the niche, “we help providers attract and retain more DSPs.” (Here’s the translation. Providers are companies that help people with intellectual and developmental disabilities. DSPs [Direct Support Professionals] are the amazing employees that help individuals with disabilities.) People in the niche would immediately ask, “how do you do that?” I was delighted that it started a conversation. Scott -- Scott de Fasselle
Thanks Scott! Yes, when you get a “But how?!” reply you know you nailed it. Congrats!
I’d also like to point out that using jargon that is familiar to your target market and that outsiders wouldn’t understand is a great idea. It identifies you as an insider, which builds connection and trust quickly. It immediately sets you apart from generalists.