--- name: positioning-angles description: Find your unique market positioning using 8 proven frameworks. Use when developing marketing strategy, creating differentiation, or clarifying why customers should choose you over competitors. --- # Positioning Angles Skill ## Overview Positioning is not about being better. It's about being different in a way that matters to your audience. One angle will outperform others 3-10x. Test, don't guess. **Keywords**: positioning, differentiation, market positioning, unique value proposition, competitive advantage, messaging strategy, brand positioning ## The 4-Step Positioning Process ### Step 1: Match Your Market Stage Your positioning approach must match where your market is. Using the wrong approach wastes your message. | Stage | Market Reality | Your Approach | Template | |-------|---------------|---------------|----------| | **NEW** | Market doesn't know the solution exists | Simple promise | "Now you can [X]" | | **GROWING** | Market knows solutions exist, wants results | Bigger claim | "[X] in [specific time]" | | **CROWDED** | Many competitors, market is confused | Show mechanism | "The [method] that works" | | **JADED** | Market has been burned, skeptical | Prove it | "[Data/proof] that shows" | | **MATURE** | Market knows all options, seeks identity | Sell identity | "For [people who are X]" | **How to identify your stage:** - **NEW**: You have to explain what the category is - **GROWING**: Competitors exist but aren't saturating ads/content - **CROWDED**: Multiple well-known players, active advertising - **JADED**: Common complaints about the category ("all [X] are scams") - **MATURE**: Market has clear leaders, buyers identify with brands ### Step 2: Find Your Mechanism Your mechanism is what you do that competitors skip. It's the "how" behind your results. **The key question**: What do you do differently that actually creates results? **Naming your mechanism**: - Give it a name: "The [X] Method" or "The [X] System" - NOT "our approach" or "our process" — those are generic - The name should hint at what makes it work **Examples**: - Generic: "Our coaching methodology" - Named: "The 5-4-3-2-1 Accountability System" - Generic: "Our hiring process" - Named: "The Reverse Interview Method" **Finding your mechanism**: 1. List every step in your process 2. Circle what competitors skip or do differently 3. That's your mechanism — name it ### Step 3: Pick Your Angle Choose ONE primary angle. Each has a specific psychological trigger. #### CONTRARIAN Challenge what everyone believes. Works when conventional wisdom is failing people. **Template**: "Everything you know about [X] is wrong" **Examples**: - "Everything you know about dieting is wrong" - "Forget everything you learned about cold email" - "The productivity advice that's actually hurting you" **Best for**: Markets where common approaches aren't working --- #### TRANSFORMATION Show the journey from pain to gain. Works when the emotional gap is large. **Template**: "From [painful state] to [desired state]" **Examples**: - "From broke freelancer to $20K/month agency owner" - "From inbox chaos to zero unread in 30 days" - "From dreading Mondays to building your dream business" **Best for**: Offers with clear before/after states --- #### ENEMY Give them something to fight against. Works when there's a clear villain. **Template**: "Stop letting [X] steal your [Y]" **Examples**: - "Stop letting algorithms steal your reach" - "Stop letting meetings steal your deep work" - "Stop letting big agencies steal your budget" **Best for**: Markets with frustration toward a specific problem/entity --- #### SPEED Promise results fast without the usual sacrifice. Works when people are impatient. **Template**: "[Outcome] in [time] without [sacrifice]" **Examples**: - "6-pack abs in 90 days without giving up carbs" - "Launch your course in 2 weeks without tech headaches" - "Fluent Spanish in 3 months without grammar drills" **Best for**: Offers that genuinely deliver faster results --- #### SPECIFICITY Narrow down to exact person and exact outcome. Works in crowded markets. **Template**: "For [exact person] who wants [exact thing]" **Examples**: - "For SaaS founders who want to hit $10K MRR" - "For busy moms who want to lose 20 lbs before summer" - "For developers who want to become tech leads in 2024" **Best for**: Crowded markets where you can own a niche ### Step 4: Test Your Angle Before committing, run your positioning through this checklist: | Test | Question | Bad Example | Good Example | |------|----------|-------------|--------------| | **Specific?** | Does it include concrete details? | "Get better results" | "Lose 20 lbs in 6 weeks" | | **Differentiated?** | Can a competitor claim the same thing? | "Quality marketing services" | "The Reverse Funnel Method for coaches" | | **Believable?** | Does your mechanism/proof support it? | "Become a millionaire overnight" | "Add $5K/month with 3 LinkedIn posts per week" | **All three boxes must be checked.** If any fails: - Not specific → Add numbers, timeframes, or details - Not differentiated → Lean harder into your mechanism - Not believable → Reduce the claim or add proof ## Putting It Together **Formula**: [Market Stage Approach] + [Your Mechanism] + [Your Angle] **Example walkthrough**: 1. **Market Stage**: Crowded (many course platforms exist) → Show mechanism 2. **Mechanism**: "The Micro-Launch Method" (launching with just 10 people) 3. **Angle**: Speed → "Launch your course in 2 weeks without building an audience first" **Final positioning**: "The Micro-Launch Method: Launch your course in 2 weeks without building an audience first" ## Quick Reference Card ``` ┌─────────────────────────────────────────────────────────────────┐ │ POSITIONING ANGLES │ ├─────────────────────────────────────────────────────────────────┤ │ 1. MATCH YOUR MARKET STAGE │ │ │ │ NEW → Simple promise "Now you can [X]" │ │ GROWING → Bigger claim "[X] in [specific time]" │ │ CROWDED → Show mechanism "The [method] that works" │ │ JADED → Prove it "[Data/proof] that shows" │ │ MATURE → Sell identity "For [people who are X]" │ │ │ │ 2. FIND YOUR MECHANISM │ │ │ │ What do you do that competitors skip? │ │ Name it: "The [X] Method" – not "our approach" │ │ │ │ 3. PICK YOUR ANGLE │ │ │ │ CONTRARIAN "Everything you know about [X] is wrong" │ │ TRANSFORMATION "From [painful state] to [desired state]" │ │ ENEMY "Stop letting [X] steal your [Y]" │ │ SPEED "[Outcome] in [time] without [sacrifice]" │ │ SPECIFICITY "For [exact person] who wants [exact thing]" │ │ │ │ 4. TEST IT │ │ │ │ □ Specific? (not "better results" – "20 lbs in 6 weeks") │ │ □ Differentiated? (competitor can't claim the same) │ │ □ Believable? (mechanism/proof supports it) │ │ │ │ One angle will outperform others 3-10x. Test, don't guess. │ └─────────────────────────────────────────────────────────────────┘ ``` ## Integration with Other Skills Positioning Angles works with: - **Brand Voice** — Your voice delivers your positioning - **Keyword Research** — Your positioning guides what to write about - **Direct Response Copy** — Your positioning makes copy compelling - **Lead Magnet** — Your positioning shapes your offer ## Next Steps Once you've found your positioning angle, move to **Keyword Research** to identify what content to create around your positioning.