1. Start with yourself
Begin with an analysis:
- What exactly are you particularly good at?
- What problem do you really solve?
- For whom is that relevant?
The famous marketing principle is: What does your offering deliver and for whom? The clearer your answers, the sharper your positioning — and the easier it becomes to stand out.
2. Determine your target audience precisely: you don't need to reach everyone, just the right ones
think for all potential clients, think for those who can really benefit from your offering. The better you know your target audience (their challenges, values, habits), the more precisely you can address them and act.
👉 Concrete step: Create a small sketch of a persona:
- Who is your ideal client?
- What concrete problem causes them stress or costs?
- What solution are they looking for?
This helps you align your offerings and language exactly.
3. A problem first, a promise after
People don't look for products, they look for solutions to their real problems. When you concretely name when and why clients come to you, your position becomes tangible.
👉 Your offering in one sentence: "I help people who , so they can achieve ."
This isn't a slogan. This is your promise to the outside world.
4. Your attitude and style are part of your positioning
Positioning isn't just what you do, but how you do it. Your values, your way of working and communicating determine who feels drawn to you.
Reflection question: "In what kind of collaboration do I feel strong and inspired?"
Use this to formulate boundaries and expectations clearly.
5. Differentiation is orientation, not risk
You don't have to make yourself attractive to everyone. The exact opposite is effective: clear demarcation. When you say who you work for (and who you don't), you create orientation.
👉 Exercise: Complete this sentence honestly:
"My offering doesn't suit people who are looking for ___."
This saves time and ensures a real fit.
6. Stay consistent!
Positioning thrives on consistency. People need to notice you several times before they perceive you as the "first choice". Repetition builds trust and ensures recognition.
Define three places where your positioning becomes clear, e.g.:
- Website
- Offering description
- Social media
Repeat the same message there.
7. Positioning works like a net
Well-positioned self-employed people use various strategies to anchor their profile in the minds of the right people. Through multiple measures simultaneously, you increase your chances.
- Analysis of competitors and ideal clients
- Continuous communication of your core messages
Start right away
Today:
- Define your concrete problem-promise
- Sketch your target personas
This week:
- Write your positioning statements for three platforms
- Check whether all texts send the same message
Long-term:
- Observe how your target audience reacts to your message
- Adjust language and offerings based on feedback