[B] is why I struggle with positioning
Paraphrased from Crossing the Chasm (one of the all time great marketing books):
A market is a group of people who both:[A] have similar needs.
[B] talk to each other.
Most people forget [B]. I don’t forget it, I just can’t stand to commit to it.
Among the products that I’m involved in, a positioning that works is the Coach.me services we offer to coaches. “We help coaches build their coaching business.”
It’s a clear goal and it targets a group of people who do talk to each other, coaches.
Similarly, nailing the “talk to each other” part, our publication Better Programming, covers an incredibly broad range of programming topics But I know that we reach programmers who talk to each other on Hacker News and in Reddit groups. Despite being fairly broad, the publication works because of targeting readers who frequent shared communities.
And then there’s my white whale, Better Humans. This gem. This life changing self improvement gem. Who doesn’t want to be Better? It’s a publication for everyone. (At least at some moments of their life)
I just haven’t ever been able to bring myself to narrow it to a group. I’m wrong to hesitate though. One of my mentors, Tim Ferriss, told me exactly how to do this. When I met him he insisted that I buy and read the 22 Immutable Laws of Marketing. I think he actually refused to talk to me again until I’d bought it.
And then he’s demonstrated incredibly how by starting by saturating a single group of people, tech (mainly male) he was able to get traction and still have loads and loads of people outside of that initial group.
We interviewed a bunch of Better Humans readers the other day and that part was inspiring. They definitely connected with many of the goals of the publication, namely getting at what works in real life and doing it while accepting that we are real people. But these readers we talked to, I don’t think they talk to each other. So, more work to do there.