Author, CEO & Founder

Learn More >>

What if My Customers Aren’t All the Same? How Do I Appeal to Multiple Targets? It’s called Positioning (And for Once I’m Not Talking About the Kama Sutra)

In: WTF Is Marketing?


(Caps required.)

It's hard for a number of reasons, but one of the biggest reasons is because nobody really knows what to say. We're all filled with a million different ugly little self-doubts floating around our nervous little brains.

What should the headline say?
Do I emphasize this feature or that one?
What's going to really hook 'em?
Will they think the price is too high?

Most people who have a business, or a product, or a service, take the information and try to fit all the details onto one sales page / one website / one in-person mouth vomit—anything and everything that could be said, gets said, so they don't “miss anyone” and they “cover their bases.” Why be selective when we can say EVERYTHING! (Exclamation point very much in jest.)

As you can imagine, things can get pretty noisy. Next thing you know, you're making people have to *work* to try and wade through the information to figure out if your business / service / product is for them. Hint: Forcing prospects to have to figure it out is never a good marketing strategy.

But, what if you knew exactly what you needed to say to get the sale? What if you knew exactly how to make your customers respond positively? What if you knew what would drive them crazy with desire?

It's called positioning, and for once I'm not talking about the Kama Sutra.

I'm sure you've heard this term before. “Packaging” and “positioning” are two terms that get thrown around a lot in the marketing world. Positioning is the art of taking a product and crafting a message around it that's designed to appeal to the right people. Most people have trouble with this because they say, “But what if my customers aren't all the same? How do I do appeal to everyone?” But that's the point of positioning: You don't have to have just one. A position is the way the product is presented…and guess what?

You can have more than one presentation.

For example, I just got an email from Apple the other day titled, “Great gifts for whatever they're into.” Then, when I opened the email, it had different subsections:

Find Gaming Gifts
Find Photography Gifts
Find Music Gifts
Find Fitness Gifts
Find Learning Gifts
Find Travel Gifts

When I click into any one of those, I go to a dedicated landing page especially for the photography lover, or the music lover, or the travel lover. And guess what?

Apple doesn't sell different products for every kind of person.

They sell the same products, positioned differently.

Take the Macbook Pro.

For musicians, here's the description:

For photographers, here's the description:

Screen Shot 2015-11-19 at 11.32.21 AM

For learners, here's the description:

Screen Shot 2015-11-19 at 11.32.44 AM

This seems obvious when you see it in this context, but how obvious is it to you with your own stuff? How often do you position yourself in different ways? How often do you create dedicated landing pages, for example, so you can speak directly to the people who need to feel seen?

Same product, different position, big difference.

And while Apple does have one big fancy landing page for the Macbook Pro, they don't leave it at that. They don't require their buyers to figure out how a Retina display might benefit them personally, or determine why they should care about a quad-core Intel processor. Instead, they use landing pages like these to translate it for them.

And that's just not positioning.

That's humanizing.

And really? Being more human about anything is the easiest way to make a hard thing…less.



The Definitive, Step-By-Step Guide to Getting Off Your Butt, Finding Some Focus, And Jump-Starting Your Biz…So You Can Stop Feeling Like an Procrastinating Asshole (And Start Making Some Cashola)

Sometimes I make bad decisions. The time I decided to consume alcohol while on a date while ON CRUTCHES  was one of those times. (Thanks for not even trying to catch me as my metal crutches went flying, Bob, you scumbag.)– But then there are other times, when my decision-making skills operate at peak performance. […]

In: WTF Is Marketing?




Attention Is The Motherfucking Currency. OWN IT.

Yo. Just wrote an update to my Behind Closed Doors group, and thought it might be useful to share with you here, too. (Behind Closed Doors is my insider group where several times a week I put out quick-hit emails like the one below, sharing the deets on my own marketing + sales strategies for […]

In: WTF Is Marketing?




We Don’t Sell Those

There is a rose company, here in the UK, that doesn’t give a fuck that they don’t sell daisies. It’s delightfully refreshing, in fact. There are no apologies about it; no wishy washiness; no trying to cover all the bases. Just this base is fine, thanks. Notice the quiet confidence it exudes? I’m also betting […]

In: WTF Is Marketing?




Sales Tip of The Year: Don’t Masturbate.

So since I’m in the United States for a hot minute, I have recently acquired a smart phone. I have three things to say about this:– Apparently, I’m better at coding HTML than I am at texting. Considering I have no fucking idea how to code HTML, you can imagine what kind of interesting text […]

In: WTF Is Marketing?




Don’t Sell a Product—Sell a Person Their Identity

It’s been a while since I read the New York Times Insider subscription that I’ve been paying for since 2015. It’s $45 dollars month, so from time-to-time, I think to myself: Meh, guess I should cancel it. You know, to be a financially responsible person and all. (I’ve heard those are some good eggs, those […]

In: WTF Is Marketing?




A Non-Cheesy Approach to Trusting Yourself More + Sucking Less

If I could identify one statement that you’re bound to roll your eyes at, it’s “Trust yourself.”– Because here’s the thing: Most of us, including myself at times, don’t know how to trust ourselves. We see that advice, and automatically file it away into the “cheesy, fluffy, woo-woo” category, the same as we might, “Just be […]

In: WTF Is Marketing?




Making Money As an Act of Philanthrophy

Because quotes are sexy. And so is money that feels good to make. BE SOMEBODY. “You want to be rich in order that you may eat, drink, and be merry when it is time to do these things; in order that you may surround yourself with beautiful things, see distant lands, feed your mind, and […]

In: WTF Is Marketing?




Clear vs Clever Copywriting is a Big, Fat, Bloated Myth (And a Scapegoat for Subpar Writers)

I’m a very dirty writer. Not Fifty Shades of Grey dirty, but dirty in the way that I put sentences, thoughts, ideas together. My process is wild. Sexy. Free. Undomesticated. And while I wish the reason were because I’m just such a clay-faced, crochet-bra-top-wearing, sun-worshipping bohemian soul (I am laughably not), rather, it’s because I […]

In: WTF Is Marketing?, WTF, Writing WHY ARE YOU HARD


Exclusive VIP Access

Join The Middle Finger Project mafia—over 75,000+ disobedient humans strong—and as a welcome gift (which I promise won’t be a thug named Vinny), I’ll send you a top secret discount code for our best-selling courses, kits and workshops. Because #SOLIDARITY.

It’s free, and you’ll also get new posts every week, plus at least one GIF of Betty White for the win.

Privacy Policy Info Here