Who exactly are you speaking to?
Describe one primary audience in detail: their role, their situation, the problem that keeps them busy and the words they use for it. "Small businesses" is too broad; "owners of independent dental practices with 2 to 5 chairs" is usable.
Positioning in one sentence
Use this template: For [audience] who [problem], we [solution] so they [result], unlike [usual alternative]. If you cannot fill it in, your content will drift.
Choose channels you can sustain
Two channels done well beat five done badly. Pick where your audience already spends time and where you can publish regularly for six months.
- B2B services: LinkedIn and email
- Local businesses: Google Business Profile and messaging apps
- Consumer products: Instagram or TikTok, plus email
Set goals that lead to revenue
Choose one main goal per quarter, such as qualified enquiries or email subscribers, and two or three supporting indicators. Likes and views are signals, not goals.
Example
Positioning for an AI copywriter
For accounting firms that struggle to publish regularly, I write monthly client newsletters from their notes, so they stay top of mind without spending evenings writing, unlike generic agencies that do not understand their field.
Prompt to try
Replace the [brackets] with your own details and review the result before using it.
Help me define my marketing strategy. Business: [describe]. Audience: [who]. Write: a detailed audience profile, a one-sentence positioning using the template "For... who... we... so they... unlike...", the two best channels and why, and one quarterly goal with three indicators.
Exercise
Write your positioning sentence.
