Can you sharpen your positioning + messaging? Part 3

Is your positioning and messaging lacking punch? You're in the right spot. 

If you're just joining us, we're in the middle of a series on the 5 key buying criteria to uncover in client interviews.

Here are emails one and two in the series.

Go read them if you haven't already. We'll wait..........

Alright, let's jump into the second buying criteria. 

Buying Criteria #2: Their rational and emotional consequences of doing it the old way

Goal: To understand the true cost of the problem.

Why this is important: Accurately articulating your vertical buyer’s problem, along with understanding the rational and emotional consequences they face, communicates that you are a specialist in their world. This creates deeper relevancy and trust with buyers.

Continuing with the previous example, the consequences of working with the family law firm’s previous agency were fewer high-value divorce cases, wasted marketing dollars, and missed opportunities. Further, they saw competing firms get more prominence online, close bigger cases, and get more positive reviews. This left the family law attorney angry, frustrated, and feeling hopeless.

To be continued tomorrow.

CQ

Frequently Asked Questions

What is the second buying criteria in this series?

Understanding the rational and emotional consequences a buyer faces from continuing to do things the old way. The goal is uncovering the true cost of the problem, not just the problem itself.

Why does understanding these consequences matter so much for positioning?

Because accurately articulating both the rational and emotional cost of a problem signals real specialization in the buyer's world. That specificity creates deeper relevancy and trust than a generic problem statement would.

What does a rational consequence look like in the family law example?

Fewer high-value divorce cases, wasted marketing dollars, and missed opportunities, concrete, measurable outcomes tied directly to staying with the previous agency's approach.

What does an emotional consequence look like in that same example?

Feeling angry, frustrated, and hopeless while watching competing firms gain more prominence online, close bigger cases, and collect more positive reviews. That emotional weight matters as much as the rational cost.

Why does capturing both rational and emotional consequences build more trust with buyers?

Because it shows a level of understanding that goes beyond surface-level problem awareness. Speaking to both dimensions signals real specialization, not just a general sense of what the buyer might be going through.