November 1, 2023

Use Their Words

When folks first start working on their LFPS (i.e., “Laser-Focused Positioning Statement”), they usually try to hedge their bets by keeping it pretty abstract.

One of the problems with this abstraction is that it becomes “me focused” instead of “you focused.”

In other words, it’s you talking about your target market in terms that make sense to you but in a way that your clients would never ever describe themselves.

This means that people in your target market might not recognize that they are in your target market because the words you use to describe them are not the words that they use to describe themselves.

Not a good idea.