Position Your Business Like the Girl with Scoliosis

Other than genetics, do you know what makes a good-looking person stand out?

It’s the same thing that makes a business stand out from its competitors.

Let me explain…

I was watching a show where fifty girls were ranking four guys based on different characteristics.

They started by ranking them based on looks.

But then, the ranking criteria changed.

Now, the ladies had to rank these men based on their listening skills.

And you know what they say…men aren’t good listeners.

But I’d like to challenge that stigma today.

Men are good listeners. It’s just that most people aren’t unique enough to stand out and be remembered.

Take one of the girls, for instance.

During the listening test, the men were asked to remember the name or something unique about each of the fifty girls. The more they remembered, the higher they ranked.

But it wasn’t their bad memory, or listening skills, that shocked me.

It was that they all remembered one girl in particular: The girl with scoliosis.

And they didn’t have to think hard about it.

They remembered her instantly. It was as natural to them as breathing.

But they struggled to remember anything about the other forty-nine girls.

Sure…one girl had a nail salon, and another one break-danced.

But scoliosis?

She was the only one.

And that made her memorable.

Even though scoliosis is a bad medical condition, it made her stand out.

Now, what if we could replicate that effect in your business?

That’s exactly what 3-levels-deep positioning allows you to do.

Let me give you an example.

If you position yourself as a public speaker, you’ll be forgotten among an ocean of other public speakers.

If you position yourself as a productivity public speaker, you’ll still get lost among all the other productivity speakers.

But if you position yourself as the 4-Hour Workweek Productivity Public Speaker...

Then everyone will know you as Tim Ferriss. (If you don’t know who that is, look him up.)

Now, not every piece of communication with your customers’ needs a 3-levels-deep position.

But you do need to make it clear that you solve a specific issue, in a specific niche, in a specific way.

Do that and you’ll have yourself a memorable brand that people run to when they need their problem solved.

If you need help positioning your business to stand out, reply to this email or reach me directly at [email protected]