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:
- List every step in your process
- Circle what competitors skip or do differently
- 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:
- Market Stage: Crowded (many course platforms exist) → Show mechanism
- Mechanism: "The Micro-Launch Method" (launching with just 10 people)
- 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.