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:

1. List every step in your process
2. Circle what competitors skip or do differently
3. 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

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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

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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

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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

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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:

1. Market Stage: Crowded (many course platforms exist) → Show mechanism
2. Mechanism: "The Micro-Launch Method" (launching with just 10 people)
3. 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.