Escape your competition in 5 simple steps.

Let‘s face it. Most creative professionals struggle with positioning.

They overcomplicate it, speak in jargon, or try to appeal to everyone. This isn’t just ineffective—it’s self-sabotage.

Positioning is about one thing: Clarity.

It’s about telling the right people exactly how you can help them in a way that sticks.

When you master this, you’ll stop chasing clients and start attracting them. It’s that simple.

Here are five actionable steps that will lead you to a strong position.

1. Define Your Audience

If you try to appeal to everyone, you’ll resonate with no one.

Your audience isn’t “anyone who needs [your service].” That’s too broad. Instead, identify who you serve best. Think about their specific industries, challenges, problems, and goals.

For example, instead of saying, “I design logos, or I am a graphic designer,” you might say,

“I create visual identities for Berlin-based startups looking to attract investors.”

Now, you’re speaking directly to a specific group with a specific need.

To get started, write down:

• Who your ideal client is (industry, company size, goals).
• What their biggest pain points are.

If you can clarify and specify these points, you have already passed 90% of all creative companies.

2. Articulate Your Unique Value

Here is a harsh truth. Most creatives have a hard time to wrap their heads around.

Clients don’t care what you do; they only care about what you can do for them.

In other words:

Your value isn’t in your process, creative excellence, knowledge, or experience—it’s the outcome you deliver.

Instead of describing your work as “creative and cutting-edge,” tie it to measurable results.

For example, replace “We create engaging films” with “We produce films that boost conversions up to 35%, as seen in our latest case… .” Numbers and outcomes make your value tangible.

Here’s how to craft your unique value proposition:

• Identify a problem your audience faces.
• Show how you solve it in a way that others don’t.
• Highlight the results they can expect.

Don’t forget to test it. Say it to someone unfamiliar with your work and ask if it’s clear. If not, refine it.

3. Specialize With Purpose

Trying to do everything for everyone makes you forgettable as quickly as lunch is over.

Specialization, on the other hand, makes you memorable. Clients want experts, not generalists. They want someone who knows their niche inside out.

For example, a photographer who says, “I do portraits,” is far less compelling than one who says, “I specialize in food photography for premium Michelin restaurants.” The latter is specific, confident, and easy to remember.

Here’s what to do:

• Define your niche.
• Narrow down until it feels uncomfortable.
• Focus on that niche. Build your messaging around it.

Niche Paradox: Narrowing your focus will open up more meaningful opportunities.

4. Back It Up With Proof

Words are easy—proof is what builds trust.

Case studies, testimonials, and examples of your work show clients you’re not just making promises. You’ve delivered results before, and you can do it again.

For example, don’t just say, “I help brands grow.” Say, “I helped my client, a boutique fashion brand, grow their email list by 587% in three months with a targeted lead magnet.”

Specific numbers and real-world examples are more powerful than any claim.

If you don’t have case studies yet, use social proof like client testimonials or before-and-after visuals of your work.

Build a portfolio of results-driven stories instead of a gallery of final work.

5. Simplify Your Messaging

Clarity beats cleverness every time. That’s a big one. Especially if you want to start writing yourself, don‘t try to be clever- remember, they don‘t care about your talent.

If your potential clients don’t understand what you do within seconds, they’ll move on. Keep your messaging simple, straightforward, and free of jargon.

For example, instead of saying, “I offer comprehensive digital solutions for holistic brand elevation,” say, “I build websites that attract more sales.” It’s clear, relatable, and client-focused.

Here’s a quick way to test your messaging:

• Share your positioning statement with someone outside your industry.
• Ask them to repeat it back to you in their own words.

If they struggle, simplify it.

Write your Positioning Statement

Here are three Templates You Can Use to get things started.

GET IT HERE