## Why position?
Every business already has a funnel. Number of leads and conversion rate varies.
Niching helps find leads and helps conversions…when it works. But it's risky too.
So instead let's focus on positioning marketing funnels. We can build multiple marketing funnels that lead to working with us.
Need to attract people who don't know they need me…meet them where they are right now and give them what they want. Otherwise I'm leaving it up to the client to position me, which misses opportunities for us both.
A designer who waits on people to decide their business problem should be solved with design is missing a huge amount of opportunity from being the one to help them see that.
So we'll develop a well-positioned funnel that leads to a well-positioned Service Offering.
## Criteria for my funnel’s positioning
- Something I know
- An expensive problem, generates good ROI even when offered at a rate that's profitable for me
- A common problem (so it's not hard to find leads)
- Has a very, very appealing outcome
There are things I know a lot more than my clients about things they really care about and would really benefit from.
The hard part is taking what I know and packaging it so that I extract a repeatable system from it.
I become a teacher, an authority.
## My unfair advantage
Unfair advantages might be:
- Industry experience (insight into how the industry works, their language and worldview, etc)
- Technical abilities (both core and additional skills)
- Awards and accolades (recognitions, past speaking engagements, certifications, awards, degrees)
- Marketable success
So, what unfair advantages do I have? Who do I know a lot about? What can I help them do?