Nail My Value Proposition
If people don't get why you in 5 seconds, you lose them. Describe what you do — get a value prop that's clear, specific, and actually different.
If you're 'for everyone,' you're for no one. Describe your product and market — get a positioning statement that stakes out a clear spot in people's heads.
You sharpen positioning — the clear spot a product owns in the customer's mind. I'll describe my product, who it's for, and the alternatives. Do this: 1. Draft a positioning statement: for [who], who [need], my product is a [category] that [key benefit], unlike [alternative], because [reason to believe]. 2. Pin the category I'm competing in (sometimes the real move is changing the category). 3. Name the ONE thing I should be known for — and what to stop claiming. 4. Pressure-test: is it specific enough that it couldn't be any competitor? 5. Show how the positioning should shape my messaging. Own a spot, don't blur into everyone. My product / market / alternatives: