NOTE: The AI hosts are generated by NotebookLM and use the StraightUp newsletter as source material. Sometimes they get a little tipsy and go on tangents and like your uncle Al, when that happens there’s no way to know what comes next.

Welcome Patrons. 🥃

Firstly, Happy Thanksgiving to those who celebrate. Secondly, watch for the other guy as you battle for those special deals today. Tip: Some bars give Black Friday deals on drinks.

As we celebrate the holiday, we are bound to meet new people at parties and other places where, inevitably, someone will ask, “What do you do?” As you attempt to describe your business to someone in a way that makes sense, do you notice their eyes glaze over? One of my very first clients told me she could see this happening. What’s up with that? I mean, you know what you do, so why does explaining it in a way that clicks for others feel impossible?

Here’s why: you’re too close to your brand/business, so it can feel like trying to read the label on a bottle from the inside. I know many of you feel this way, so let’s unpack why it’s so tricky, the mistakes to avoid, and three steps to take to get you to clarity.

Why Is Positioning Yourself So Hard?

Besides feeling brag-a-dioecious, self-positioning is uniquely frustrating because it requires you to step outside your comfortable day-to-day routines and attempt to see your business the way others do.

That’s not easy when you’re involved with every detail. Here’s why:

The Curse of Knowledge:

I’ve mentioned this before, but when you’re an expert, you skip over what’s evident because you believe everyone already knows what you know. They don’t.

Emotional Blind Spots:

You’ve poured so much of yourself into your business that it’s hard to detach, which makes it challenging to evaluate what’s working and what’s not.

You’re Inside the Bottle:

Spotting gaps or inconsistencies in your message without external input is almost impossible. Trying to position your business without external help is like editing a book you’ve read a hundred times; you skip over paragraphs and miss the typos because you already know the story.

The Most Common Mistakes in Self-Positioning

Even if you understand the challenge of self-positioning, it’s easy to fall into common traps. I’ve seen it hundreds of times. These pitfalls lead to confused audiences, inconsistent messaging, and missed opportunities.

Overloading Your Message:

Like overloading your offer from last week’s newsletter, trying to explain everything at once confuses people, and they (you) lose sight of the essentials.

Using Jargon:

Speaking in industry terms alienates people. You’ll convince yourself it’s OK because your audience understands, but they don’t. They’ll still wonder if AMA means what they think it does.

Focusing on Yourself:

Your audience cares about their problems, not your resume. Too much self-centered talk or copy turns people off. Tip: check your copy for the words I, me, my, we, our, and ours. If you’re using them, you’re talking about yourself.

Inconsistent Messaging:

If your website, social media, LinkedIn profile, and even the good ole elevator pitch don’t align, you’re confusing people, and confused people don’t buy.

Recognizing these pitfalls is the first step to creating a message that truly resonates with your ideal audience.

Three Steps to Gain Clarity in Your Positioning

If self-positioning feels overwhelming or like you’re bragging, don’t worry; there is a way forward. These three steps will help you gain perspective, refine your message, and clearly communicate your value.

Step 1: Get an Outside Perspective

Sometimes, the best thing you can do is invite fresh eyes. A coach, peer, or even your audience can point out what’s clear (and what’s not). I think the best way is to hire someone with a proven system, but that’s just me. 😉

If you need an outside perspective, try this:

Ask five people from your audience to describe your business in one sentence based on their knowledge. Compare their answers. What do the differences tell you?

This is a quick and dirty martini way to spot blind spots, but it doesn’t get you all the way there.

Step 2: Test Your Message

After identifying your gaps, pull together your new message and test it. Go back to your audience and see if it resonates. This way, you can run it by real people to ensure it resonates with them before you commit to it.

Ways to Test:

• Share your message in conversations, on your LinkedIn profile, or at networking events, and observe reactions.
• Post different versions on social media to see which one sparks more engagement.
• Run A/B tests on email subject lines or landing page copy to gauge what sticks.

Distilled Tip:

Keep track of feedback patterns. Where do people need clarification? Which phrases stick? Use this data to refine your message.

Step 3: Simplify Your Message

This is the most challenging part, but simplifying doesn’t mean dumbing it down; it means making it clear, digestible, and approachable for your audience.

The goal is for someone to immediately understand who you help, the problem you solve, and how you solve it.

Practical Tip:

Use the “grandparent test.” Can you explain your business to your grandparents in one or two sentences and have them understand? If not, keep simplifying until it’s crystal clear.

Why This Matters

Clarifying your positioning isn’t just about making things easier to explain, although it certainly helps. A message that people get quickly can transform your entire business by:

• Building trust
• Deepening connections
• Creating a throughline across your entire brand.
• Helping others understand who you are and what you do.

When you position yourself/brand well, you get the added benefit of:

Easier Sales:

When your positioning resonates, potential clients come to you pre-sold on what you offer.

Confidence:

This is a sleeper benefit. It flies under the radar, but frankly, it’s what we all need regarding our messaging. Knowing your message cold gives you the confidence to share it widely, whether it’s in a pitch, on a website, on social bios, or in casual conversation at a Thanksgiving party.

Refining your positioning isn’t just about words; it’s about building the foundation that supports your brand’s growth.

Last Call

Alignment is the secret to transforming scattered thoughts into a cohesive and powerful brand. When your personal and business messaging work together, you create a narrative that builds trust, eliminates confusion, and amplifies your impact.

By defining your core identity, building a central hub, and streamlining your content strategy, you simplify your efforts and connect deeply with your audience. Remember, a clear message isn’t just a luxury—it’s the foundation for growth and success.

Key Actions:

• Get outside perspective to uncover blind spots.
• Simplify your message until it’s unmistakably clear.
• Test your message with real people and track feedback.

If you need help distilling your message, let’s talk. Schedule a ​FREE Distillation Call​, and we’ll figure out the best way to get your message out of the bottle and into the hands of your ideal clients.