This question settles most positioning debates
I settle most positioning debates by asking one question: “What were your customers using before?”
I first noticed this at PayPal:
People setting up their first e-commerce business asked about cost, ease of integration, and compatibility.
But people switching from another provider asked about fraud tools, customer service, and how quickly they could access their money. (They’d clearly been burned).
Two prospects might want the same product, but with completely different criteria.
Simple next step
Look at your best current customers, the ones who were easiest to sell and the best retention. Are they mostly new to the category, or switchers? If they’re switchers, what did they switch from and why?
(Note: They may be switching from doing it themselves, or a janky workaround, that still counts).
If they’re switching, speak directly to their frustration with their previous solution. Earn credibility by being specific:
Not “fast easy photo books” but “photo books in 5 minutes”
Not “great customer service” but “Our support answers in 90 seconds”
If they’re new to the category, focus on what they can do with your product: E.g. “Now you can… do X without Y.”
To find out what burned your switchers, ask them. But also try this prompt 😏
What are the most common complaints and frustrations people have about [competitor or existing solution]?
Your job is to prove you don’t do those things.
Your best customers might be shopping for your product, but they might be fleeing something else.
I hope this helps!