Position
All products are the same. Customers can't tell the difference, even if your product or service is the best. That's why you need to position.
Positioning is not what you do. Positioning is how you talk about what you do. It happens in the minds of the customers. Why should I buy your product? You need to say that out loud.
Decide what you do
You have to decide what you do. But even more importantly, decide what you don't do. You can’t offer every service to every client. Full service is not focus.
You have to be very specific about what you do. If you are not positioned, it's hard for customers to find you. Search engine doesn't work well when you do everything. Most companies are positioned too broadly. If positioning feels scary, you are doing it right.
Think wedding photographer, Toyota mechanic, hunting knife or prayer candle. You can make chocolate for romantic couples or offer massage therapy for retired seniors. You can be so specific, that there's very little competition. It's more important to be different than better.
Know your customer
When you know what you do (and don't do), it's much easier to find the people who are your potential customers. You know their age, gender, interests, stage in life. You know where they hang out, magazines they read and events they go. They follow the same YouTube channels and social media accounts.
These are the places where you have to show up. Spend time with these people. Attend an event, partner with the organizer. Get an ad in industry magazine, sponsor the content creator.
Become an expert
With good positioning, you have less competition and more customers. It’s easier for customers to find and hire you. You are now known as an expert, someone who knows, not just does.
Experts charge more. They are confident and have time to think. Experts have long waiting list, are in high demand and sell high quality. Customers come to see experts.
You can specialize in one thing, but change how you position. It's not easy to get it right. You can test it and change many times.