Positioning is not a slogan or a tagline. It is the mental shelf your product lands on in the buyer's head before they have read a word.
Three levers shape that placement:
• the frame of reference you choose to compete inside
• the one attribute you own more convincingly than rivals
• the proof that makes the claim believable rather than boastful
• the alternative you are quietly asking them to abandon
If you are positioned against everyone, you are positioned against no one, and the buyer has to do the sorting for you.
Pick a narrow frame on purpose. Being the clear best option for a small, well-defined group beats being a vague, forgettable option for a large and distracted crowd.
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Positioning decides how a customer files you in their mind in one second
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