The wrong way to position a new business
I want to share with you today a quick positioning practice so that you don’t fall into this trap:
Here’s how it’s really interpreted in his customer’s mind:
We are a "startup agency" specializing in "design" and "messaging" = We are a "new business" generalizing in "any kind" of design work +we're adding "another service" just in case we can make more money*
We help "small businesses" build "big brands" through "consistency" = We "can't help ourselves" so let's try putting an "inconsistent" tagline out there with "big" and "brands" on it
This means "different things" for "different clients" = This means we do "everything" for "everyone"
The next thing you see is... "we also offer brand strategy"
So what’s the lesson here?
Don’t do everything for everyone
Develop a “specialized service” with a “focused body of work” to a specific “niche market” that “only you” can help
No fluff - make things simple for people to understand
The wrong way to compete with everyone is by doing what everybody else’s doing already_______________________ZAG
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