Easier Positioning

Formulas#

• Easy position = narrow audience × known category × one difference the leader can't copy.
• Contrast = what they already know + one change. One change is easy to grasp. Three changes confuse people.
• Clarity cost: every extra sentence needed to explain the product loses buyers.

Who (1–12)#

1. A narrow audience > a broad one.
2. Naming the audience in the headline > implying it.
3. An identity ("indie makers") > a demographic ("ages 25–40").
4. Clearly for pros or clearly for beginners > both.
5. An audience you've been part of > an imagined one.
6. One segment per page > every segment on one page.
7. The audience the leader neglects > the leader's core customers.
8. People who already use the category > first-time buyers.
9. An audience with a shared enemy > scattered complaints.
10. An audience with its own vocabulary you can use > generic language.
11. Small enough to dominate > big enough to get lost in.
12. Excluding someone on purpose > trying to please everyone.

What (13–25)#

13. An existing category > a new category.
14. A category plus one twist > many differences.
15. Comparing to a famous product ("X for Y") > describing from scratch.
16. An outcome > a feature.
17. A specific number > an adjective.
18. A problem they already feel > a problem you have to teach them.
19. Against a status quo > against a person.
20. Saying what you're not, in a crowded market > listing what you are.
21. A structural difference (business model, pricing, ownership) > a feature difference.
22. One use case > a list of use cases.
23. Before and after > a description.
24. Showing > telling.
25. A claim backed by proof > a big claim.

Words (26–38)#

26. Their words > your words.
27. Short, plain words > jargon, unless it's their jargon.
28. One sentence > a paragraph.
29. A plain headline > a clever one.
30. The same message everywhere > a different message on every page.
31. One call to action > many.
32. Answering objections by name > hoping they don't come up.
33. Honest comparisons > trash talk.
34. The founder's own voice > corporate voice.
35. Concrete examples > abstractions.
36. Positioning that stays stable for years > changes every quarter.
37. A name people can spell > a clever spelling.
38. Plain statements AI can quote > vague marketing copy.

Choosing and testing (39–50)#

39. Positioning from customer interviews > positioning from brainstorming.
40. Starting from the alternative > starting from your features.
41. Testing 3 headlines with real traffic > debating them.
42. Asking customers to describe you back > assuming they understand.
43. Repositioning > rebuilding.
44. Owning one word > owning many.
45. A position the leader can't follow > one they can copy.
46. An enemy that's a practice > an enemy that's a brand.
47. A position that fits your personality > one you have to fake.
48. Positioning that sets honest expectations > overpromising. Honest expectations mean fewer support tickets.
49. One brand per mission > one brand for everything.
50. First choice for a few > average for everyone.