The Art of Positioning: How Fractional Experts Can Win More Clients

When it comes to fractional expertise and consulting, how you position yourself can make or break your business. It's not just about what you do; it's about how you communicate your value to potential clients. As Bradley Jacobs, CEO and founder of Mylance, puts it, "It's really the difference - the number one difference - besides actually putting yourself out there."

But here's the kicker: even the best marketers struggle with this when it comes to their own businesses. So if you're finding it challenging to nail your positioning, you're in good company. Let's dive into the art of positioning and how you can master it to win more clients.

The Positioning Paradox

Isn't it ironic? The very experts who excel at marketing others often stumble when it comes to marketing themselves. Bradley shares a surprising insight: "Even if you are the best marketer in the world, and this is your expertise for other clients, it is difficult, if not impossible, to do this well for yourself."

This positioning paradox underscores the importance of approaching your own marketing with the same rigor and objectivity you'd apply to a client's project. It might even mean going through the same exercises you'd put your clients through – because sometimes, we all need a taste of our own medicine.

The Power of Narrowing Down

In a world where being a "jack of all trades" is often celebrated, it's counterintuitive to narrow your focus. But when it comes to positioning, specificity is your best friend. Bradley emphasizes, "We can't be everything to everyone. It dilutes your positioning. No one tangibly knows what you do or who you do it for."

Consider this scenario: You introduce yourself as "Bradley, and I'm incredible at strategy, operations, and helping you scale your business." Sounds impressive, right? But it's too vague. Are you a product guru? A software developer? A marketing wizard? An operations efficiency expert? The listener is left guessing, and in the world of business, confusion rarely leads to conversions.

The Problem-First Approach

Here's where many fractional experts go wrong: they lead with their services instead of the problems they solve. Bradley suggests flipping this approach on its head. Instead of saying, "I offer digital marketing services," start with the problem: "Are you struggling to grow your business because you don't know which marketing channels are actually working?"

This problem-first approach is powerful because it immediately resonates with your potential clients' pain points. It's the difference between saying, "I do fundraising," and "I help companies solve cash flow problems." The latter speaks directly to a founder's sleepless nights and anxiety-ridden days.

A Real-World Example: The LinkedIn Post That Flopped

Bradley shares a cautionary tale of a consultant who posted on LinkedIn about starting his own agency. Despite getting over 100 likes and numerous comments, the post didn't lead to a single client. Why? The consultant listed a broad range of services: "fractional digital marketing, marketing leadership, SEO, marketing automation and email, paid media, web dev, and analytics."

The problem? This laundry list of services doesn't differentiate the consultant from a $5/hour Upwork freelancer or a top-tier SEO specialist. It doesn't address any specific problems or highlight unique value. The lesson? Your positioning needs to clearly communicate the problems you solve and the unique value you bring to the table.

The Positioning Exercise: Mining Your Past for Gold

So, how do you craft a positioning statement that actually resonates? Bradley suggests a practical exercise:

1. List the problems you've solved in your past roles. Aim for 50, but even 5 is a good start.
2. For each problem, note the type of company you solved it for (e.g., Series A fintech marketplace, 5-year-old B2B SaaS company).
3. Identify the common threads. What problems do you enjoy solving the most? Which had the biggest impact?
4. Craft your positioning statement around these problems and the types of companies you solved them for.

For example, Bradley's own positioning when he consulted was built around his experience launching Uber Eats in different markets. He could confidently say, "I know how to launch a marketplace from scratch and scale it globally. I've been there, done that, and I can help you avoid millions of dollars worth of mistakes."

The 'How' Can Wait

While it's tempting to dive into the "how" of your services, Bradley advises holding back initially. "The how is going to come more in the conversations that we have. It's going to come more in our proposals," he explains. Your initial positioning should focus on the problem you solve and the value you deliver. Once you've hooked their interest with a resonant problem statement, then you can delve into the specifics of your approach.

Putting It All Together

Effective positioning for fractional experts boils down to these key elements:

1. Identify the specific problems you solve: Not "I do digital marketing," but "I help companies identify and optimize their most profitable marketing channels."
2. Specify who you solve these problems for: "I work with Series A to C B2B SaaS companies that have hit a growth plateau."
3. Highlight your unique experience: "Having scaled three SaaS companies to $50M ARR, I know the exact playbook to break through growth ceilings."
4. Lead with the problem, not your services: "Are you frustrated that your company's growth has stalled despite increasing your marketing spend?"
5. Save the 'how' for later: Once you've hooked their interest with the problem you solve, then you can dive into your unique approach and methodologies.

Remember, the goal of your positioning is not to appeal to everyone. It's to resonate deeply with the specific clients who need exactly what you offer. As Bradley puts it, "The big money is in companies that are going to pay for you to avoid the mistakes and uncertainty because you've already done it."

By focusing on the problems you've already solved and the unique value you bring, you'll craft a positioning statement that cuts through the noise and speaks directly to your ideal clients. And in the world of fractional expertise, that's how you win.

Mylance

This value-added article was written by Mylance. Mylance takes your marketing completely off your hands. We build the marketing machine that your Fractional Business needs, but you don't have time to run. So it operates daily, growing your brand, completely done for you.

Instead of dangling numbers in front of you, our approach focuses on precise and thoughtful input: targeted outreach to the right decision makers, compelling messaging that resonates, and content creation that establishes trust and legitimacy.

To apply for access, submit an application and we'll evaluate your fit for the service. If you’re not ready for lead generation, we also have a free, vetted community for top fractional talent that includes workshops, a rates database, networking, and a lot of free resources to support your fractional business.