Positioning: Say One Thing, and Say It Well
The urge not to exclude anyone leads to messages that speak to no one. Narrowing down is almost always the move that works.
The temptation is understandable: list everything you can do, so you don't miss opportunities. The result is a message anyone could sign — which therefore helps no one choose you.
Narrowing down isn't giving up
Speaking specifically to a defined audience doesn't stop you from working with others. It just makes it easier to be chosen by that audience — which is how a recognisable reputation gets built.
The three elements of useful positioning
- For whom: the type of customer you address first.
- What: the concrete result you help them achieve.
- Why you: the verifiable difference versus the alternatives.
The difference must be verifiable
Quality, reliability and customer focus aren't differences: they're minimum expectations everyone declares. A real difference is something a competitor couldn't put on their website without lying.
Put it to the test
A quick test: cover the logo and show the page to someone who knows the sector. If they can't tell who it is, the positioning isn't defined enough yet.
A message that tries to fit everyone ends up remembered by no one.
Sources and Further Reading
Official documentation and guidelines cited or useful for going deeper.