Positioning isn’t a sentence.
Agency owners tend to treat positioning like a copywriting problem. They write some clever lines, slap it on their website and LinkedIn bios, and expect the new clients to roll in.
This never works.
That’s because a sentence—or two, or four—isn’t positioning. Positioning is an action where you position your agency in a way and a place that your ideal prospects think of you exactly when you want them to.
Yes, sentences can influence that.
Someone who has a bad headache might think, “I wish I could get rid of this awful headache.”
If you came along and said, “I help amazing humans manage pain,” the person with a bad headache may not be sure if you can help them.
Even if you said, “I help people get rid of terrible headaches,” they still might think twice because they have an awful headache, not a terrible headache.
But if you help people with awful headaches, you’re using the words that are already in their head.
The point is not about perfect wordsmithing. It’s about being exactly what your prospect is looking for, in the way they’re looking for it, not the way you want to say it.
If you want to nail your positioning, go talk to a lot of the kind of people you want to help. Notice the language that all of them use. What words, phrases, and unique combinations do they all use? Whatever those are, use them the next time you meet someone just like them.
They’ll say the one thing that confirms that you’ve nailed your positioning:
“It’s like you read my mind.”
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