5 Reasons You Should Believe In the Power of Positioning
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel messaging and positioning systems around B2B, so you can grow faster and smarter (and earn more green).
Work together on positioning and messaging
If you want to stand out, you need to learn about positioning.
There are more creators. There are more startups. There are more solopreneurs. And when everyone can do the same things, it only means it’s harder for you to stand out.
Everyone’s product feels the same way. Everyone feels like they are yelling the same thing over and over again.
Yay. You all sound the same.
That’s why positioning is more than a simple exercise. It’s an opportunity to stand out, to show how you’re different and the value you deliver.
This is how you give yourself the crown of differentiation.
1. You Get to Tell the World Your Unique Value
Positioning gives you the power to turn into a pineapple when everyone is an apple.
That was a bad example. The point is, you get to share your unique value with the world. That means you’re not just sharing healthcare wisdom, especially if you’re a healthcare brand, you’re helping a specific audience with a specific problem.
You narrow your focus, you get clear on what makes you unique, and you go out into the world to solve those problems.
2. You Have Pricing Power
Positioning doesn’t necessarily mean niche. It means you understand what makes you unique, why your audience would choose you, and which category you belong in.
That gives you pricing power.
For example, you could be someone who does financial advising for everyone on planet earth. Or you could do financial advising for solopreneurs who make between $100k and $300k.
The difference is that you know more about your audience. You know exactly the problems you have and how to help them solve those problems.
That gives you more value and more pricing power.
3. Your Message Will Finally Stick
When you know your audience and your differentiated value, your message will naturally stick. And sticky messages are memorable messages.
It’s like everyone saying “AI-Powered” for everything. It’s not unique anymore because everyone says it. You have to update your positioning the more your market changes.
If you don’t change, you risk buyer confusion.
4. Positioning Makes You Findable
Everyone is looking for the right solution. And the searches are only getting more specific with AI searches.
If you want to be findable as a creator, a solopreneur, or a B2B business, you need to make yourself findable. You do that by getting clear on your differentiated value.
You have to show your audience what your competitors lack. You may even have to position your competitors to show you stand out. The better you do it, the more you stand out.
5. You Won’t Claw Your Way to Growth
One of the things I’ve done as a solopreneur is position myself as a positioning and messaging consultancy for B2B healthcare.
From strategy to execution, I’ve learned about B2B healthcare buyers, the sales cycle, and everything that goes into that process. I’ve studied healthcare, and I’ve worked with B2B SaaS companies.
Doing all of that has made it a lot easier to build a business. Sure, there’s still a challenge. But I know exactly who I’m helping, and my audience knows exactly how I help them.
And that means not having to claw my way to growth.
It means, when you figure it out, you’re not spending all of your time in the wrong category.