Weak positioning causes a vicious cycle for every firm.
It goes like this:
You lack clarity around your ideal client profile, the specific problem you solve for them, and how you solve it differently.
That causes you to have generic messaging.
That causes your website, content, and ads to get ignored.
That causes buyers to see you as interchangeable with hundreds of other firms.
That causes you to lack pricing power.
That causes you to have low margins.
That causes you to have a low budget for client acquisition.
That causes you to lack a consistent flow of new business.
That causes you to accept any client you get.
That causes you to never specialize.
That causes this vicious cycle to keep going and going.
How to break it?
Get the positioning right first.
Have a tight ideal client profile.
Solve a specific, important, and urgent problem for them.
Solve it differently from others.
That allows you to have messaging that cuts through the noise.
That allows your website, content, and ads to perform.
That allows buyers to see you as irreplaceable among hundreds of other firms.
That allows you to have pricing power.
That allows you to increase your margins.
That allows you to have more budget for client acquisition.
That allows you to have a consistent flow of new business.
That allows you to say no to unqualified prospects.
That allows you to get even more specialized.
That allows this virtuous cycle to keep going and going.
So if your firm has reached a plateau, don’t look far for solutions.
Start with positioning.
Get the foundation right.
Everything else will become easier.
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