I once worked with a startup that wanted their copy to be "bold and edgy." They had great ideas, but no foundation. When I asked, "Who is this for?" and "What makes you different?" they didn't have clear answers. The copy we wrote never landed the way they hoped.
That's because bold copy without positioning is just noise. It might get attention, but it won't get conversions. Positioning is the foundation that makes every piece of copy you write feel authentic and compelling.
What Is Positioning, Anyway?
Positioning is the answer to this question: "In the mind of your ideal customer, what do you own?" Not literally own—but what idea, approach, or perspective do you uniquely represent?
Apple doesn't position itself as "computers with good design." They position themselves as rebels who think differently. That positioning shapes every piece of copy they write.
Patagonia doesn't position as "outdoor gear." They position as environmental activists who happen to sell gear. That positioning attracts people who share their values—and repels everyone else, which is exactly what they want.
Why Generic Copy Happens Without Positioning
Without a clear position, you're trying to appeal to everyone. And copy that appeals to everyone connects with no one.
You end up using the same words everyone else uses. "Industry-leading." "Best-in-class." "World-class solutions." Your copy sounds exactly like your competitors because you're all fishing in the same shallow pond.
Clear positioning gives you constraints. Constraints that make you distinctive. Because you know exactly who you're talking to, what you stand for, and what you stand against.
The Three Elements of Positioning
Strong positioning has three components: your market, your audience, and your unique angle.
Market: What category do you play in? Not the broad category, but the specific space where your customers are looking for solutions. Are you a project management tool, or a tool for remote teams that want asynchronous collaboration?
Audience: Who specifically are you for? Define them with specificity. Not "businesses" but "bootstrapped SaaS founders who reject VC culture."
Angle: What's your perspective? What do you believe about the market and your customers' problems that your competitors don't? This is where your differentiation lives.
From Positioning to Copy
Once you have clear positioning, writing copy becomes easier. Because you know:
- What problems to solve (the ones your position addresses)
- What language to use (the language your positioned audience speaks)
- What to emphasize (the benefits that matter to your positioned audience)
- What to downplay (the features that don't align with your position)
Strong positioning doesn't limit your copy. It liberates it. Because every word you write can be in service of one clear purpose: reinforcing your position in the market.
Start Here
Before you write another word of copy, get clear on positioning. Spend time with your team answering these questions:
- What market are we in?
- Who specifically are we for?
- What do we believe that our competitors don't?
- What perspective or approach are we known for?
Do that work first. Then write. Your copy will be sharper, more distinctive, and infinitely more effective.