Positioning is being known for one thing.
One thing you do exceptionally well. One thing your customers want or need. One thing your competitors can't or won't copy.
That one thing is what gets your business buried in the back of the minds of your ideal customers — and gets them to choose you.
There is power in choosing your one thing.
But let's be honest, when your product or service can solve 10 problems, choosing one thing is hard af.
It feels like closing the door on viable revenue streams, turning down perfectly good money, and pigeon-holing yourself into one solution.
Emphasis on feels like.
Because research has shown that when your business is known for one thing, you're on the path to making 30-40% more revenue.
Here's how other brands are monetizing their one thing focus.
GoodWipes: One Solution
GoodWipes launched a Times Square billboard that's causing marketers to geek out.
In reaction to Wet Wipes' "Just for Hands" campaign, GoodWipes made their product use clear:
Just for Butts.
It's bold, focused, and incredibly clear why you would buy their wipes.
GoodWipes could have gone the typical B2B marketing route and tried to be known for everything:
Butts, hands, faces, full body.
Because their product really could be used for everything. A wet wipe is a wet wipe. The only reason it couldn't be used for butts is if it couldn't be flushed.
But GoodWipes chose one use — and that one use has made marketing easier and driven $13.2 million in revenue.
The lesson for B2B: Choose one solution.
Your brand will get buried in the back of your ideal clients' minds faster when you're known for solving one key problem.
Basecamp: One Audience
Basecamp repositioned to one audience with the rollout of Basecamp 5.
Their "Come small, come all" and "We stand with the underdogs" philosophy made it clear who they are for and who they are not for.
Most B2B companies try to be for everyone: small businesses, mid-market businesses, and enterprise-level companies.
Just look at any SaaS company pricing page. 90% have an "enterprise" level package, because they don't want to leave any potential customer out.
Basecamp took a different approach — purposefully distancing themselves from enterprise-level clients and focusing only on small businesses.
That one choice made marketing significantly easier. They're able to speak to the problems of small businesses, create content for small businesses, and be the champion for small businesses.
As a result, small businesses continue to choose them.
The lesson for you: Choose who you are and are not for.
And let that choice drive your messaging, marketing, and content.
Sour Patch Kids: One Message
Sour Patch Kids made the rounds in marketing news with their latest UK billboard attacking Oreo.
They've built their brand around one key message: "Not as Sweet as They Look."
And they play out that message in every marketing touchpoint.
Just look at their ads below.
No mention of their "features," texture, or taste. In fact, nowhere in their marketing campaigns do they say that their product is sour.
They let their brand name do the mentioning while their message alludes to it.
The lesson for B2B: say more with less.
Choose a message that gets the point across with supporting design. It creates an experience your customers will love.
Choosing Your One Thing
There is power in choosing to be known for one thing.
Marketing, content, sales, and even messaging and pricing get easier when you choose one solution for one problem for one audience with one message.
Choosing that one thing can be tough — especially when your product or service solves multiple problems for multiple people.
But the sooner you choose, the sooner you can own a unique position in the market.
Struggling to choose your one thing? Grab my Onlyness Strategy Template.
It will help you choose one solution for one audience with one message, and write a positioning statement that shows how you stand out in the market.
All so you can experience the power of being known for one thing.
Until next week,
#SassyJason out.
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