Positioning

Proof train car #2: the demonstration

The next “car” in the “proof train” is¬†demonstration. As a reminder, I’m doing a short series to answer a reader question asking for examples that relate to this quote: Never make your claim bigger than your proof. And always join your claim and your proof at the hip in your headlines, so that you never…

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Riding the proof train

List member Ryan asked this question about a recent email: —- Just want to say I love the series and all the advice. Could you give a concrete example of aligning proof with you claim? Like how in one scenario it’s joined at the hip and another one trumpets the other? — Yes. Yes, I…

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You missed the *real* message, Philip!

List member Fuad totally skooled me on something I completely missed in one of my recent examples RE: positioning. Last week I sent an email with the following picture and I told you it was an example of lacking the courage to have a sharp focus: Fuad told me what’s actually going on with that…

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Scheduling your heartburn

When I was younger, I could easily digest a wooden chair leg if you gave me enough hot sauce to go with it. Nowdays… I have to carefully schedule eating even medium spicy Indian food so I have enough time to digest it before I hit the sack. If I don’t, it’s HEARTBURN CITY and…

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Curve ball

I love it when the host of a podcast I’m guesting on throws me a curve ball. In fact, I kind of wish it would happen more. (Probably some famous last words there.) Anyway, I was recently a guest on The Startup Success Podcast with Bob Walsh and Patrick Foley. They threw me a curve…

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What's your "single"?

A couple of days ago I wrote: Is it easy to forgo mentioning other compelling attributes of your product or service in order to focus on just one? You bet it isn’t. ūüôā It’s¬†brutally¬†hard. This is somewhat like being a musician who has recorded an¬†amazing¬†album with 12 great songs on it and then having to…

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Don't underestimate how lazy your clients are

I just spent $50 to buy a bombilla (a straw used to drink tea made with loose leaf Yerba Mate). Here it is: If you know anything about bombillas, you know this is the equivalent of spending $20 for a cup of coffee. It’s a¬†premium¬†price. In a lot of ways, I’m rather thrifty (I’m mostly…

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Bring the PARTY to your next event!

I saw this awesome sign while running an errand in Santa Rosa, CA recently: It very simply says, “Bring the PARTY to your next event. Call 1-800-TORTILLA”. Notice what the sign is¬†not¬†saying: We make the complex problem of preparing delicious Mexican food simple You bring your appetite, we bring the technical details of food prep…

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What about The Olds?

During my recent uGurus presentation on lead generation, I got an interesting question: Webinars seem great in terms of Trust Velocity, but will they work for members of the Baby Boomer generation? BTW, Baby Boomers are between 52 and 70 years old. TL;DR: yes, they will if you don’t put too many obstacles in the…

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Feeling the nickname love

I’m feeling the nickname love. Here’s what I heard back from you RE: yesterday’s email saying I need a nickname (along with an AMAZING picture): Lance had tons of ideas: The Positionist The Positioner Position Professor Position Master The Position Sensei Pretty good! I’m partial to “The Positionist”. Michael offered: The Positioning Sherpa I like…

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