Strategy
Positioning
Positioning is how you want buyers to see your product: what it is, who it is for, and why it beats their other options.
It comes before the words on your site. It names the real alternatives, often a spreadsheet or doing nothing, and the one thing you do better for one kind of buyer. Your value proposition and headline come from it, and it is one part of your go-to-market plan.
Most early products are aimed too wide, at "everyone". Choose one narrow buyer from your ideal customer profile and one problem. Test it in cold emails and on your landing page, and change it when replies say you are wrong. Study your competitors first.
Go deeper
- How to do a competitor analysisDo a competitor analysis in 5 days with free tools: list 10 alternatives your buyers use, read 100 complaints about the top 5 in their own words, put the gap you can fix in your headline, and check them for 45 minutes every Sunday.
- How to write a value propositionWrite a value proposition from your buyers' own words: copy 30 phrases, write 3 one-sentence versions, test them in 100 personal messages a day, and put the winner on your homepage after 900 messages.
- How to write homepage copyComing soon
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