Being the go-to expert in your particular field makes for smoother sales conversations, it means you can charge what you’re worth, and it makes you much easier to refer. Here's a short exercise to help you get your positioning right.

1. Defining your Niche
How tight can you go?
A short exercise to help you get your positioning
right
www.sharontanton.co.uk

2. So what do you do?
You can define your business in terms of WHAT you do.
Say, ‘Marketing’

3. And who do you do it for?
You can make that clearer if you add who you do it for.
‘Marketing for business’

4. TWO SIDES TO THE NICHE EQUATION
You can make it even clearer if you get more specific on both
sides of the equation.
Focus in tightly on both ‘what you do’ + ‘who you do it for’.

5. See how far you can tighten each side of the equation
Instead of ‘Marketing for Business’ how about being more
specific on who you do it for?
‘Marketing for Professional Services Firms’

6. CAN YOU BE EVEN MORE SPECIFIC ON WHAT YOU DO?
Instead of Marketing for Professional Services Firms
Could you narrow it to ...
Online Marketing for Professional Services Firms?

7. What’s your category?
(Of course, instead of Online Marketing it could be Digital
Marketing, or Employee Marketing, or Event Marketing, or
Influencer Marketing or whatever best fits the kind that you
do. The point is to focus in more tightly.)

8. Can you Narrow your Sights EVEN MORE?
So rather than Online Marketing for Professional Services
Firms,
How about Online Marketing for Accountants?

9. CAN YOU GO EVEN TIGHTER?
Is it all of online marketing, or is there one thing that you
do better than anyone else?
Not Online Marketing for Accountants
But
Landing pages for Accountants?

10. ARE WE THERE YET?
You’ll reach a point where one side or the other of the
equation will feel narrow enough.
‘Landing pages for Accountants’

11. CAN YOU SPECIFY THE VALUE YOU DELIVER?
So instead of Landing pages for Accountants
Maybe it’s...
‘High conversion landing pages for Accountants’

12. BALANCE THE EQUATION
You’ve tightened up what you do, now add something that will
help your ideal clients find you
High conversion landing pages for Healthcare Accountants
High conversion landing pages for Ambitious Accountants
High conversion landing pages for Small Business Accountants

13. You’ll know where to stop!
‘High Conversion Landing Pages for Small Business Accountants
in Coventry Called Brian’ is probably too far, but you get
the idea.

14. Your Niche Positioning statement
Be specific enough to demonstrate the value you deliver to
your ideal clients.
Give yourself just enough wriggle room to breathe.

15. Thank you
Sharon Tanton
Strategic Storyteller and Content Marketing Coach
www.sharontanton.co.uk