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No. 02Positioning22 May 20263 min read
Positioning in one sentence: the gap nobody else fills
If you cannot say who you are for and what you do in one sentence, your marketing will leak money. Here is how to find the gap.
Positioning is not a tagline. It is the answer to one question: why should this specific person pick you over the obvious alternative, including doing nothing?
Find the gap
Look at the three options your buyer actually compares: the big incumbent, the cheap tool, and doing it themselves. Your position is the gap none of them fills.
- Incumbent too expensive and slow? Be the fast, no-overheads option.
- Cheap tool too shallow? Be the one with real operator experience.
- DIY too much effort? Be the shortcut that still teaches them.
Write it down
One sentence: for [who], we are the [category] that [fills the gap], so you can [outcome]. If you cannot fill that in, you have a positioning problem, not a traffic problem.
Confused buyers do not buy. They leave, and they do not tell you why.