#023: Positioning is More Than Just Messaging

So many service providers think positioning is merely a messaging exercise. I know, because I’ve been in agencies where this conversation — among so-called authority figures — was literally being discussed. And then they acted shocked when this new positioning didn’t result in better client results or less client churn.

For these marketers, they think if you write a new promo, update your marketing messages on your website and voila! You’ve niched down and repositioned yourself. 

❌Wrong, wrong, wrong.❌

➡️If you aren’t changing how you serve clients . . .

➡️If you aren’t changing what your offer actually includes and does. . . 

➡️If your overall customer experience isn’t fundamentally different. . . 

❌Then you haven’t actually done anything. 

And your repositioning efforts will ultimately fail, because you haven’t incorporated this differentiation through the entire Client Journey.

💡 Remember: one rule of OfferTherapy™ is that if one Messaging Factor™ changes, the rest have to change as well. And that includes how you serve your clients, too – which is one of the Factors. 

📝 Quick Exercise:

Think about your entire offer right now: the name, what’s included, the price, who buys it, and what the end-to-end journey is like for your customer from the time they see an ad, social post, or your website to the time they finish working with you. 

 Write that down now. 

✏️How does that entire journey change when you go from one “niche” to another? 

✏️What has to change about your offer in order to make everything else align with that new positioning? (Does anything have to change at all?) 

Make those changes.

Lynn Swayze is “The Expert’s Copywriter” and founder of the OfferTherapy™ System for Experts. You can check out her courses, community, and coaching at TheExpertsCopywriter.com.