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Try this Positioning Exercise

Standing out in a crowded market requires one thing:

Proper positioning.

Far too many founders, CEOs, and even marketers get positioning wrong.

Don't believe me?

Just look at the hero section of their websites:

• "We're the number one solution for..."
• "We're the industry-leading..."
• "Your single source of truth..."
• "We break down siloed departments to synergize collaboration to optimize results" (what the actual f*ck?!)

Lazy and dull positioning that doesn't compel anyone to take action.

You won't stand out that way.

So, how do you create a position that compels people to buy?

Try this exercise ↓

Opposite Positioning

I call it Opposite Positioning.

Here's how it works:

1. Screenshot the hero sections of all of your competitors' websites
2. Screenshot your hero section
3. Put them side-by-side to find the similarities
4. Imagine what the opposite of those messages could be
5. See if you can own that opposite

And by "own that opposite," I mean wrapping your entire business and messaging around it.

A small caveat here: this won't work for every business.

I suggest trying the exercise. Owning the opposite of everything your competitors say is a powerful way to stand out and grab attention.

But it only works if the opposite makes sense.

An Opposite Positioning Example

Let's look at an example of opposite positioning in action:

Trader Joe's.

Every other grocery chain embraced online ordering.

• Order online (website or app)
• Curbside pickup
• Deliver to your door
• Inside delivery and put-away (HyVee)

Convenience, no-contact, life made simple positioning.

Trader Joe's went in the opposite direction.

You can only buy from them in-store.

• Drive to the nearest location
• Park your car
• Go inside the store
• Do your own shopping
• Talk to cash register attendants

So old-school.

You can't even buy from them through platforms like Instacart.

Why?

They're owning the position that shopping in-store should be an act of discovery.

New finds. Limited-time products. Exciting displays. Free samples.

Every visit is different.

And that can't be replicated when you shop online.

What's Your Opposite?

What opposite positioning could you hold?

• No online ordering
• No costly support
• No long quote forms
• No need to talk to sales
• "Build your own" online designer
• No lengthy contracts

The list goes on and on.

Look at your competition. Find the opposite of what they are all doing. Ask yourself:

Does that opposite make sense for us and would our ideal customers care about it?

If the answer is YES, you've found a unique position in the market.

Now go own that sucker!

Until next week,

#SassyJason out.

✌🏼

Jason Vana

Founder & CEO @ Shft.agency​

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P.S. Not sure what position you should own in your market? We've helped 140+ businesses own a position that made them the ONLY choice with our Onlyness Brand System.

How We Help:

When you're ready, there are a few ways SHFT can help you:
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• ​Find Your Differentiation Email Course: uncover and own your unique value with this free course.
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• ​Onlyness Call: uncover your unique value and get suggestions on how to own it in your offer, content, and marketing in this 1.5-hour consultation with Sassy Jason.
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• ​Onlyness Brand System: done-for-you brand strategy, marketing strategy, and design packages. Perfect for startups, scaleups, and solopreneurs who want to attract, convert, delight, and keep their ideal customers.