Captain’s log, stardate 20200205
Sent by Jonathan Stark on February 5th, 2020
Let’s say you actually are pretty darn good at a bunch of skills and decide to focus your positioning by niching down on a fairly specific target market.
Should you include all your special skills in your positioning statement, like this?
“We specialize in strategy, branding design, development, packaging, photography and video editing for martial arts schools“.
Probably not. I’d say something more like this:
“We help martial arts schools double their profit”
...or lower their customer acquisition costs, or increase customer lifetime value, or create new online revenue streams, or some other business metric that the ideal buyer cares about.
In other words, focus less on your broad set of skills and more on the business results that you can deliver to your ideal buyer.