I was brainstorming with a client recently about how he could position himself in a new market.

Why should his ideal client choose him over every other option?

This is a vital question, because every market is competitive today.

And it’s only going to get worse in the future. 

If you’ve somehow found that unicorn of a wide-open market, enjoy it while it lasts.  If there’s money coming in, competitors will soon be knocking at your door.

Conversion rates drop. Ad costs rise.  And you may face price resistance as some competitors begin a race to the bottom with a price war.

Identify your ideal clients…the ones you most want to serve.

What solutions are they looking for? 

What’s missing in the current solutions?

Where is the gap you can fill?

My client and I came up with several good ideas for him.

But we didn’t hit our ‘eureka’ moment until we asked a slightly different question.

See, here’s the problem you can run into when selecting the positioning for your business.

Once you’ve identified the gap and begin to fill it, you can quickly build momentum.

A flood of new customers and clients come in.

When others see your success, copycats come out of the woodwork.

There is a first mover advantage, because you’re the first one to share this specific message with the market.  You’ve built a foundation and attracted a portion of your ideal audience, but those copycats can still sabotage your growth.

They make similar promises…or even enlarge on those promises…sometimes to the ridiculous.

There are ways to deal with this problem, but you can also change the question you ask when coming up with your positioning…

What ‘story’ do you have that’s tough for competitors to copy?

Here it is said another way. What proof can you combine with your promise to stand out from all the me-too competitors?

This could be your decades of experience on a topic.  It could be the partnership you have with a recognized authority.  It could be your rags-to-riches story.  It could be the celebrity you helped achieve results.  It could be your scientific research.  It could be the live demonstration you’ve done.

Is this required?  No. There are other ways to find your positioning, but this is a great question to ask.

This question immediately led to several ‘unfair advantages’ my client had over all his competitors.

Even if someone tried to copy his exact positioning and message, there’s no way they’d come close to the credibility he has in this area.

I’m not going to share this client’s market or the ‘super-proof’ he has there, because that would just be a distraction from the key I just shared.

Lean into your expertise.

Find your credibility.

It may be the secret to setting you apart from the competition.

As you probably know, the Golden Glove is my 5-step system for clarifying a message that magnetically attracts your ideal customers and clients.

Proof is the 3rd step in the Golden Glove.

Find out about the other 4 steps and how to use each of them to consistently sell more of your products and services in my Golden Glove Persuasion Map™ course. 

You too can create a clear, authentic message with impact that connects with your ideal buyers.


Terry Dean
Terry Dean

Terry Dean has been in full-time internet business since 1996 and has helped thousands of entrepreneurs get started online through his articles and products. He lives in Ocala, Florida with his wife and 2 dogs. Find out more about how his step-by-step courses can help you today.