Are you pouring your heart into your offer but hearing crickets? The problem isn't your course, membership, or coaching package—it's how you're positioning it. In this episode, we're breaking down positioning strategy examples that help your ideal customer recognize themselves instantly and say "that's for me!"

You'll discover positioning strategy examples that work, including how to speak to the right stage of customer and why trying to help everyone means you help no one.

In this episode, you'll learn:

✅Why your offer might be powerful but your positioning is making you invisible

✅How to identify if you're speaking to beginners, builders, or scalers (and why it matters)

✅The exact positioning strategy examples that turned Canva from rejected startup to billion-dollar business

✅How 1 podcaster used specific positioning to land serious sponsorship revenue in a tiny niche

✅5-minute headline rewrite that makes customers say "that's exactly what I need"

Ready to make your offer impossible to ignore? Grab the free resource mentioned in this episode to start repositioning your offer today!

Resources Mentioned: 

15-Minute Coaching Call to explore the Mastermind

Episode 103: Why Your Messaging Strategy Is Killing Sales…& How to Fix It

Episode 102: How to Create Content That Converts From Free to Paid Sales

Family eBiz Facebook Group

Homeschool Blogger Network Facebook Group

Show Notes:

Your Offer Is Fine—Your Positioning Isn't

Hey everyone, Kerry Beck here with Family eBiz, where we help families who aren't making any money in their online business and growing with specific techniques, and we're talking about some of those today. We're in a series about I've got lots of free people, and I don't have any paid people, basically. That's not the actual name of the series, but that is what's going on with a lot of you.

Last week, we talked about rewriting your bio and naming the cost of not acting. I hope you have done that. If you did not hear that episode, we will put a link to that in the show notes.

But I want to just talk about something. I know that you have poured your heart into your offer, whether that's a course, a retreat, a membership, a coaching package, and it's crickets. Often, the offer is fine, but the positioning is off, so your audience can't recognize themselves. They're not… when they read that sales page, they don't see themselves, or they don't see the need for that.

Today, I want you to walk away with the offer to the right people in the right words, so they finally say, that's for me.

So let's talk about positioning, because we've talked about messaging, we've talked about different types of content, attract content, attention content, and decision content. We have links to those other two episodes that we've already done in the show notes. You can go back and listen to that.

Today, let's talk about what is positioning? When you hear the word position, what are you thinking of? Basically, this is it: How you present your offer in the mind of a specific person with a specific problem.

Too often, we're talking about everyone. I gave you that example a couple weeks ago. Well, I just… my audience is homeschoolers. Well, what kind of homeschoolers? People that can say, my audience are Charlotte Mason, literature-based homeschoolers. That's it! And I will just say that they say the tighter your niche, the more you get rich. If you are everyone, you're going to talk to no one.

So, some language that will help you fail, let's say. The examples are too advanced for beginners, they're too basic for builders or scalers in your niche. And your promise is broad, fuzzy, not specific.

Melanie Perkins pitched a very simple idea to some different investors. She wanted to create a design software anyone could use. She was rejected over and over by investors. They could not see the potential. Who needs design? We got, you know, Photoshop and all that stuff. They thought it was just a niche tool.

She stayed committed to her positioning, and eventually Canva now makes design easy for non-designers and for pros. It gives clarity, eventually, that help it explode into… Canva's a multi-billion dollar business for solopreneurs, creators worldwide.

So what is the lesson for us when we look at Canva? Your offer might be powerful, but if the specific person that it's for doesn't get it instantly, I mean, instantly, you know, they've got attention of a gnat when they're online, you're going to be ignored, just like Canva was ignored initially as well. You have got to get their attention, they've got to see it in that first sentence. Actually, the headline is really where you need to start.

So let's talk about different stages. No matter what your niche is, you've got beginners. You have builders, and you have scalers, and they're all… and it may be different words in your niche, but let's just talk about beginners, they're just starting, they're overwhelmed, they just need the basics, the templates, quick wins. I think about homeschoolers, it's their first time. They are totally overwhelmed. They don't have a clue, and they don't want to put their kids in school, but they don't want to… but they don't know what to do, and so they follow the school example.

What's a builder? A builder has some traction in whatever that niche is. They want some systems, some sort of consistency, and they want growth in that area. And it could be in business, it could be in weight loss, it could be in homeschooling.

A scaler? They are getting it, but they want to leverage what they're doing. In business, they have revenue, they have an audience, they want to leverage, and they want a team. They want higher level strategy, no matter what. Higher level strategy.

You see, each of these groups is going to hear your message differently. It will filter through. They're going to put those little lenses on. It will filter differently.

Let's take the business niche. A beginner hears, launch a podcast in 90 days. This sounds exciting, but scary. They want hand-holding. They want simple steps.

A builder hears, launch your podcast in 90 days, and they're like, cool! Alright, launched. I need monetizing. A lot of you are right there when it comes to your online business, and I get it.

A scaler hears and thinks, I need team processes, not launch help. We've already launched this product.

So you need to rethink who is your audience? You cannot talk to all of them. There's a man named Paul Green. He has an industry podcast, and he decided, I am not going to try to help every business owner. So he narrowed it down, get this, lawn care and landscape pros trying to build a sustainable business.

Now, is that specific, or what? Yes! He was very clear. He was not speaking to beginners, and he wasn't speaking to scalers, he was speaking to builders in a specific niche. People who are already mowing lawns, already doing landscape, and they need business advice.

It was perfect. His podcast was perfect. It aligned with this ideal customer. The tighter his position, it turned into a small niche, into some serious sponsorship revenue.

See, it is very dangerous as a business owner to try to help everyone. You just can't do it. When you say, this is for any woman who wants to grow a business. This is for any mom who wants to be a better parent. This is for anyone who wants to lose weight. It is so general that you talk to no one.

You have got to get specific… and I'm gonna tell you right now, when I am trying to get my message across, I actually imagine a real person. And what are their problems? I, in the homeschool niche, I still have friends, young moms right around here that are homeschooling, and I can imagine that person when I'm writing an email or a social post or creating some content to sell.

You see, trying to catch everyone forces you into just generic-type things. More confidence, more growth, more clarity. Instead of, hey, that's me!

So you have got to shift your mindset. It may not make sense, but the narrow… the more narrow that your who is, and that stage is, where they are in your business, the more your people feel seen. And the easier it is to not feel slimy. The tighter the niche, the more you get rich.

So I've got some homework for you. I want you to rewrite your offer. Go look at the headline at the top of your webpage for this, whatever it is you're selling. And I want you to begin using your audience's exact words. That's what I did when I redid my Raising Leaders, Not Followers. I actually talked on Zoom to many people. And I took their exact quotes and put them in that sales page. Use their words and put it in your headline.

I want you to rewrite your headline. That's it, one headline! Go look at your DMs, your survey responses, podcast reviews, YouTube comments, whatever.

And then I want you to think about a before and after. Instead of a 6-week program to gain confidence, I'm sorry, a 6-week program to grow your brand and income, or a 6-week, program to lose weight. You could say, start a faith-based podcast in 6 weeks, even if you're tech-challenged and scared to hit record. That is specific.

You know, that's one thing I don't shy away from in my home school. I mean, people know that I am faith-based, and if they don't like it, they can go somewhere else. That's fine. I'm gonna talk about things from my faith.

So, I want you to take 5 minutes today. I want you to rewrite your headline using exact words that your people already use to describe their problem.

And then you really do need to decide what stage are you… is your customer, not your audience, your customer, what stage are they in? Are they a beginner? Are they a builder? Are they a scaler? That's what's gonna help.

And then for the next 30 days, and I am working on this right now as far as what stage my people are. I want you to think of every piece of content that you put out. I want you to focus on that stage and that stage alone. And you can use examples, metaphors, calls to action that fit that stage only.

And then say no to trying to speak to everyone all the time, in every post, every email, every social. You're not abandoning people. You're giving your primary audience the clarity they need to say, yes, I'm ready for the next step. I'm ready to spend money.

So, your offer may be strong. The real work is making the right person see themselves in it instantly.

You know, I've got other episodes that we have in the show notes for this one that talk about clear messaging, clear positioning, and how that can turn confusion into conversion.

So let's work on this. Feel free in our Family eBiz group, or my Homeschool Blogger group, to write down, put something in there. Let's get some feedback on your headline, and let's get some help from each other.

Some of you, I know, would really like to go deeper with this. You would really like a lot more hand-holding. I don't know if you know this, but I offer 15-minute coaching calls to see if our mastermind is a good fit for you. And I will put a link in the show notes. You can sign up for a time that works well for you.

And this is all about seeing how we could help you serve you, so that you can, if you're a beginner, move to a builder. If you're a builder, we need to get you some consistent income. And let's talk about ways that we can do that through the mastermind.

Hey, thanks for spending time with me. Kerry Beck here with Family eBiz. We'll talk to you next time.