The Expert Positioner

Step-by-Step Tutorial: How to Position Yourself in the Market

1. Understand the Concept of Expertise:

   • Recognize that expertise is relative and depends on your audience's perception.
   • Acknowledge that credentials do not define expertise; it is about the value you provide.

2. Identify Your Unique Ability:

   • Ask people who know you well to describe your unique ability.
   • Look for patterns in the feedback to understand your strengths.

3. Define Your Expertise in the Market:

   • Consider who needs your expertise and why they need it from you specifically.
   • Evaluate the value of the transformation you offer, the availability of alternatives, and your ability to communicate this value effectively.

4. Differentiate Your Position:

   • Develop a positioning statement that highlights your uniqueness and differentiation from competitors.
   • Use keywords that clearly communicate why you are different and valuable in the market.

5. Conduct a Competition Map:

   • Identify your closest competitors and analyze how they describe their audience, transformation, products, and pricing.
   • Analyze the overlap with your competitors to determine the uniqueness of your positioning.

6. Create an XY Positioning Chart:

   • Choose two aspects that your target customers care about and map out where you stand in terms of those aspects.
   • Visualize where you fit in the market based on these two dimensions.

7. Craft Your Positioning Story:

   • Write a series of statements explaining each element of your positioning statement and why you chose it.
   • Clarify why you are positioned the way you are and how it resonates with your target audience.

8. Communicate Your Position Effectively:

   • Develop an elevator pitch that clearly conveys your expertise and differentiation.
   • Use consistent language in your content and messaging to reinforce your positioning.
   • Conduct a communication audit to ensure all your messaging aligns with your positioning.

9. Optimize Your Positioning for Success:

   • Continuously refine your positioning based on feedback and market insights.
   • Ensure that your positioning resonates with your ideal clients and attracts the right audience.

By following these steps, you can effectively position yourself in the market, showcase your expertise, and attract the right audience for your products or services.