The Brand Positioning Mistake Most Businesses Make
The most common positioning mistake isn't being too niche. It's being too broad. In an effort to avoid turning anyone away, most businesses water down their message until it means nothing to anyone.
The 'everyone' trap
When you try to be for everyone, your message becomes generic by necessity. 'We help businesses grow' could describe ten thousand companies. It gives a prospect no reason to choose you over the next option.
Specificity feels risky because it means saying no to some people. In reality, it's the safest growth lever you have - a sharp position makes you the obvious choice for the people who matter most.
How to fix it
Name a specific audience, name the specific problem you solve better than anyone, and commit to it in your messaging. You'll lose the people who were never going to buy anyway and win the ones who will.
This is the foundation everything else is built on. Get it right and your content, ads and sales all get easier - because they're all pointed at the same person.