Article · 6 min read

Crystalizing Your Specialization

Jonathan Stark · jonathanstark.com Free Beginner

One page, one fill in the blank sentence: I am a DISCIPLINE who helps TARGET MARKET with EXPENSIVE PROBLEM, unlike competitors I have UNIQUE DIFFERENCE. That sentence is the whole referral engine for a services business, because it is the thing a happy client repeats to someone else.

  • Positioning is about how you market the offering, not how you define or deliver it.
  • Template: I'm a DISCIPLINE who helps TARGET MARKET with EXPENSIVE PROBLEM, unlike competitors, UNIQUE DIFFERENCE.
  • If the full statement feels awkward, start with just 'I help TARGET MARKET with EXPENSIVE PROBLEM'.
  • Niching down is what makes spontaneous referrals and word of mouth start happening.
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The question it answers

  1. I run a services or agency business, not a product. Does GTM mean anything different for me?

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