I use the words only and onlyness a lot.

You might have noticed that already.

My tagline (become the only choice), my mini-course (Onlyness Strategy Template), my main offer (Onlyness Brand System), even my 1:1 call (Onlyness Call).

That's not by accident.

And that's not because I just like the word.

It's a strategic decision to own the word onlyness in your mind.

A Simple Positioning Tactic

You see, owning a word or phrase in people's minds is a positioning tactic.

When you own a specific word, you begin carving out space in people's minds that is associated with you.

Let's give it a little test run, shall we?

Ask yourself if you know who owns these words:

• StoryBrand
• Start with Why
• $100M...
• Atomic Habits
• Never Split the Difference
• Purple Cow
• Spark Joy
• 4-Hour Work Week
• Deep Work

(answers below in case you don't actually know)

Those words didn't start as book or show titles.

They started because the individual was using that word or phrase again and again and again to explain their methology.

And to associate those words with themselves.

So when you think:

• StoryBrand, you think Donald Miller
• Start with Why, you think Simon Sinek
• $100M..., you think Alex Hormozi
• Atomic Habits, you think James Clear
• Never Split the Difference, you think Chris Voss
• Purple Cow, you think Seth Godin
• Spark Joy, you think Marie Cando
• 4-Hour Work Week, you think Tim Ferris
• Deep Work, you think Cal Newport

Other people have used those words before.

Likely in those same configurations.

(I used deep work long before Cal Newport was known for it)

The difference is — these people OWNED the phrase in people's minds.

How to Own a Phrase

Owning a phrase isn't as hard as it may seem, as long as you own the right phrase.

That's the mistake most founders make.

They try to own a phrase that is divorced from anything they do.

The phrase you own should come from:

• Your methodology
• Your perspective
• Your expertise

Onlyness was that word for me.

It described this position I want to hold of helping you uncover your differentiation and becoming the only choice.

Once you find that phrase, use it everywhere.

• Messaging
• Offer Names
• Content
• Website Copy
• In Conversations
• In Hashtags on your Posts

You should almost want to vomit with how many times you say that phrase.

This is a consistency play.

The more often you say it in more places, the faster it will be buried in the minds of your ideal customers.

And once it's buried, you own that position.

That's the play.

• Find a phrase tied to your methology that you can own
• Repeat it so often in so many places that it makes you sick

Then, and only then, will you start to carve an association between you and that phrase in people's minds.

Until next week,

#SassyJason out.

✌🏼

PS. What word are you trying to own? Reply to this email and let me know!