How To Position Your SaaS Brand for Massive Growth in 2023 📈

in this video I'm going to talk about in this video I'm going to talk about how to position your SAS brand for how to position your SAS brand for how to position your SAS brand for massive growth in 2023. if you stick massive growth in 2023. if you stick massive growth in 2023. if you stick around till the end I'll give you an around till the end I'll give you an around till the end I'll give you an idea of what is likely the best way to idea of what is likely the best way to idea of what is likely the best way to position your product I'm Rob Walling a position your product I'm Rob Walling a position your product I'm Rob Walling a Serial entrepreneur who's written four Serial entrepreneur who's written four Serial entrepreneur who's written four books on building startups and I've books on building startups and I've books on building startups and I've invested in more than 125 companies so invested in more than 125 companies so invested in more than 125 companies so in the title of this video you heard two in the title of this video you heard two in the title of this video you heard two terms that I should probably Define terms that I should probably Define terms that I should probably Define positioning and brand because these are positioning and brand because these are positioning and brand because these are two terms that I think are very commonly two terms that I think are very commonly two terms that I think are very commonly misunderstood and the distinction of misunderstood and the distinction of misunderstood and the distinction of them in the details are important so them in the details are important so them in the details are important so first let's start with positioning first let's start with positioning first let's start with positioning positioning is like setting context for positioning is like setting context for positioning is like setting context for your company in this case it allows your company in this case it allows your company in this case it allows customers and potential customers to see customers and potential customers to see customers and potential customers to see you relative to your competition to see you relative to your competition to see you relative to your competition to see the pros and the cons or to see the the pros and the cons or to see the the pros and the cons or to see the corner of the market that you are corner of the market that you are corner of the market that you are perhaps best at serving positioning perhaps best at serving positioning perhaps best at serving positioning allows you to distinguish yourself from allows you to distinguish yourself from allows you to distinguish yourself from competitors so let's take a quick competitors so let's take a quick competitors so let's take a quick example in the e-commerce space example in the e-commerce space example in the e-commerce space specifically with shopping cart software specifically with shopping cart software specifically with shopping cart software I want to look at three different I want to look at three different I want to look at three different shopping cart platforms and we can look shopping cart platforms and we can look shopping cart platforms and we can look at how they position themselves Shopify at how they position themselves Shopify at how they position themselves Shopify calls themselves the global e-commerce calls themselves the global e-commerce calls themselves the global e-commerce platform Shopify is massive with huge platform Shopify is massive with huge platform Shopify is massive with huge market share and they are literally market share and they are literally market share and they are literally aiming at every company on the globe who aiming at every company on the globe who aiming at every company on the globe who wants to sell online their positioning wants to sell online their positioning wants to sell online their positioning is we want the whole Market is we want the whole Market is we want the whole Market big Commerce has traditionally been big Commerce has traditionally been big Commerce has traditionally been positioned as Ecom but for large positioned as Ecom but for large positioned as Ecom but for large companies and as part of that position companies and as part of that position companies and as part of that position they've leaned into flexibility in being they've leaned into flexibility in being they've leaned into flexibility in being open I'm actually not aware if they're open I'm actually not aware if they're open I'm actually not aware if they're open source but they use this term open open source but they use this term open open source but they use this term open all over the place and in doing so

all over the place and in doing so all over the place and in doing so they're taking a dig at Shopify Shopify they're taking a dig at Shopify Shopify they're taking a dig at Shopify Shopify is classically known to be a closed is classically known to be a closed is classically known to be a closed platform and actually to be a little platform and actually to be a little platform and actually to be a little aggressive towards developers who do aggressive towards developers who do aggressive towards developers who do build on their platform and so big build on their platform and so big build on their platform and so big Commerce is lean into flexibility and Commerce is lean into flexibility and Commerce is lean into flexibility and being open is a way they're positioning being open is a way they're positioning being open is a way they're positioning themselves different than Shopify and themselves different than Shopify and themselves different than Shopify and the third example I want to look at is the third example I want to look at is the third example I want to look at is woocommerce they call themselves The woocommerce they call themselves The woocommerce they call themselves The Open Source e-commerce platform and they Open Source e-commerce platform and they Open Source e-commerce platform and they lean into flexibility by saying build lean into flexibility by saying build lean into flexibility by saying build exactly the e-commerce site you want so exactly the e-commerce site you want so exactly the e-commerce site you want so again differentiating themselves from again differentiating themselves from again differentiating themselves from Shopify which anyone can use woocommerce Shopify which anyone can use woocommerce Shopify which anyone can use woocommerce is saying we are open source and you can is saying we are open source and you can is saying we are open source and you can build exactly what you want because build exactly what you want because build exactly what you want because Shopify is such a dominant player and Shopify is such a dominant player and Shopify is such a dominant player and they have such reach and they are they have such reach and they are they have such reach and they are positioned so broadly every other player positioned so broadly every other player positioned so broadly every other player is almost positioned themselves against is almost positioned themselves against is almost positioned themselves against Shopify and the way to do that is to Shopify and the way to do that is to Shopify and the way to do that is to point out the biggest flaws that a point out the biggest flaws that a point out the biggest flaws that a company has in this case Shopify is a company has in this case Shopify is a company has in this case Shopify is a closed ecosystem Shopify is not as closed ecosystem Shopify is not as closed ecosystem Shopify is not as customizable as one might want there's a customizable as one might want there's a customizable as one might want there's a lot of elements that these other two lot of elements that these other two lot of elements that these other two competitors are picking up on in order competitors are picking up on in order competitors are picking up on in order to position themselves against Shopify to position themselves against Shopify to position themselves against Shopify so that was positioning now let's talk so that was positioning now let's talk so that was positioning now let's talk about brand brand is what people say about brand brand is what people say about brand brand is what people say about your company when you're not about your company when you're not about your company when you're not around some people think a brand as your around some people think a brand as your around some people think a brand as your logo your colors your fonts but really logo your colors your fonts but really logo your colors your fonts but really that's the visual identity of your brand that's the visual identity of your brand that's the visual identity of your brand brand might also be words associated brand might also be words associated brand might also be words associated with your company so for example when with your company so for example when with your company so for example when you think of microconf you might think you think of microconf you might think you think of microconf you might think of these words that we have heard people of these words that we have heard people of these words that we have heard people use in surveys and interviews when we've use in surveys and interviews when we've use in surveys and interviews when we've asked people use a few words to describe

asked people use a few words to describe asked people use a few words to describe microconf words like trustworthy smart microconf words like trustworthy smart microconf words like trustworthy smart helpful welcoming since we are a helpful welcoming since we are a helpful welcoming since we are a community it's nice that people feel community it's nice that people feel community it's nice that people feel welcomed similarly when you think of welcomed similarly when you think of welcomed similarly when you think of another YouTuber with a much larger another YouTuber with a much larger another YouTuber with a much larger following Mr Beast who I believe is the following Mr Beast who I believe is the following Mr Beast who I believe is the most popular other YouTuber on YouTube most popular other YouTuber on YouTube most popular other YouTuber on YouTube these days you might think of words like these days you might think of words like these days you might think of words like irreverent energetic even generous irreverent energetic even generous irreverent energetic even generous because it gives a lot of money away so because it gives a lot of money away so because it gives a lot of money away so Mr Beast brand is very different than Mr Beast brand is very different than Mr Beast brand is very different than microcomp's brand and brand is not just microcomp's brand and brand is not just microcomp's brand and brand is not just brand identity like visual elements I brand identity like visual elements I brand identity like visual elements I talked about earlier and it's not just a talked about earlier and it's not just a talked about earlier and it's not just a list of words it's a combination of many list of words it's a combination of many list of words it's a combination of many elements so you can imagine it being elements so you can imagine it being elements so you can imagine it being visual like seeing a certain color or visual like seeing a certain color or visual like seeing a certain color or seeing the Nike Swoosh and realizing seeing the Nike Swoosh and realizing seeing the Nike Swoosh and realizing that reminds me of Nike or it can be that reminds me of Nike or it can be that reminds me of Nike or it can be auditory like when you hear the auditory like when you hear the auditory like when you hear the at the start of a Netflix show it's at the start of a Netflix show it's at the start of a Netflix show it's really any way that you or your Market really any way that you or your Market really any way that you or your Market relates to a company be it visual relates to a company be it visual relates to a company be it visual auditory even I suppose a smell could be auditory even I suppose a smell could be auditory even I suppose a smell could be part of your brand if you're a Krispy part of your brand if you're a Krispy part of your brand if you're a Krispy Kreme donuts and every time you walk in Kreme donuts and every time you walk in Kreme donuts and every time you walk in smell of amazing glazed donuts that I smell of amazing glazed donuts that I smell of amazing glazed donuts that I really want to have now that I'm talking really want to have now that I'm talking really want to have now that I'm talking about them that could be part of your about them that could be part of your about them that could be part of your brand as well I'm going to talk about a brand as well I'm going to talk about a brand as well I'm going to talk about a way to position your brand for massive way to position your brand for massive way to position your brand for massive growth in 2023 before I do that I do growth in 2023 before I do that I do growth in 2023 before I do that I do want to talk about the fact that you can want to talk about the fact that you can want to talk about the fact that you can build products that rely solely on build products that rely solely on build products that rely solely on marketing tactics in a very marketing tactics in a very marketing tactics in a very transactional I had many many of these transactional I had many many of these transactional I had many many of these that had no brand and the positioning that had no brand and the positioning that had no brand and the positioning was we solve your problem and that's it was we solve your problem and that's it was we solve your problem and that's it so it really wasn't much of a market so it really wasn't much of a market so it really wasn't much of a market positioning but if you're Reliant solely positioning but if you're Reliant solely positioning but if you're Reliant solely on ads or solely on SEO I didn't need on ads or solely on SEO I didn't need on ads or solely on SEO I didn't need branding to sell beach towels because I branding to sell beach towels because I branding to sell beach towels because I had an e-commerce site that ranked I

had an e-commerce site that ranked I had an e-commerce site that ranked I think it was number five in Google for think it was number five in Google for think it was number five in Google for the term beach towels and I had an the term beach towels and I had an the term beach towels and I had an e-book that taught people how to take e-book that taught people how to take e-book that taught people how to take care of bonsai trees these things made care of bonsai trees these things made care of bonsai trees these things made money and some of them made thousands of money and some of them made thousands of money and some of them made thousands of dollars a month and they didn't have a dollars a month and they didn't have a dollars a month and they didn't have a logo they didn't differentiate from logo they didn't differentiate from logo they didn't differentiate from other competitors but it was just direct other competitors but it was just direct other competitors but it was just direct traffic that solved a pain point and so traffic that solved a pain point and so traffic that solved a pain point and so when people hit the website enough of when people hit the website enough of when people hit the website enough of them bought to make it into a business them bought to make it into a business them bought to make it into a business and I had software products like that as and I had software products like that as and I had software products like that as well but they were all very well but they were all very well but they were all very transactional right there was no loyalty transactional right there was no loyalty transactional right there was no loyalty and they were not based on repeat buyers and they were not based on repeat buyers and they were not based on repeat buyers or referrals that build an incredible or referrals that build an incredible or referrals that build an incredible business build a multi-million dollar business build a multi-million dollar business build a multi-million dollar business you need to start thinking business you need to start thinking business you need to start thinking about brand in fact I would argue if about brand in fact I would argue if about brand in fact I would argue if you're going to build a business that's you're going to build a business that's you're going to build a business that's going to grow into the six figures well going to grow into the six figures well going to grow into the six figures well into six figures you do need to start into six figures you do need to start into six figures you do need to start thinking about how you're going to build thinking about how you're going to build thinking about how you're going to build your brand so that people respect it and your brand so that people respect it and your brand so that people respect it and when they hear the term they realize oh when they hear the term they realize oh when they hear the term they realize oh that's a brand name it's not just a that's a brand name it's not just a that's a brand name it's not just a commodity that I can find anytime via commodity that I can find anytime via commodity that I can find anytime via Google and also think about your Google and also think about your Google and also think about your positioning and how you can positioning and how you can positioning and how you can differentiate yourself from your differentiate yourself from your differentiate yourself from your competition and carve out a corner of competition and carve out a corner of competition and carve out a corner of the market that you own that when people the market that you own that when people the market that you own that when people think of that corner of the market you think of that corner of the market you think of that corner of the market you are the first tool they think of and are the first tool they think of and are the first tool they think of and this is important because positioning this is important because positioning this is important because positioning sets the context in the mind of your sets the context in the mind of your sets the context in the mind of your ideal customer and so I think around the ideal customer and so I think around the ideal customer and so I think around the time you had maybe a hundred thousand in time you had maybe a hundred thousand in time you had maybe a hundred thousand in an annual recurring Revenue maybe before an annual recurring Revenue maybe before an annual recurring Revenue maybe before maybe the laughter you're going to start maybe the laughter you're going to start maybe the laughter you're going to start noticing patterns in your best customers noticing patterns in your best customers noticing patterns in your best customers maybe it's the industry they're in maybe maybe it's the industry they're in maybe maybe it's the industry they're in maybe it's the size of the company the number it's the size of the company the number it's the size of the company the number of employees or the number of Revenue of employees or the number of Revenue of employees or the number of Revenue how they found you how they use your how they found you how they use your how they found you how they use your product even if it doesn't narrow down product even if it doesn't narrow down product even if it doesn't narrow down to a single customer type if you are

to a single customer type if you are to a single customer type if you are able to position your brand for say your able to position your brand for say your able to position your brand for say your top three customer types as opposed to top three customer types as opposed to top three customer types as opposed to not positioning at all you can not positioning at all you can not positioning at all you can absolutely gain market share against the absolutely gain market share against the absolutely gain market share against the rest of the market if they're sitting on rest of the market if they're sitting on rest of the market if they're sitting on their Laurels and not thinking about how their Laurels and not thinking about how their Laurels and not thinking about how to own the minds of the customers in to own the minds of the customers in to own the minds of the customers in that segment and the problem with not that segment and the problem with not that segment and the problem with not positioning is you can become a positioning is you can become a positioning is you can become a commodity even if you have unique commodity even if you have unique commodity even if you have unique features talk all the time on this features talk all the time on this features talk all the time on this channel about not becoming commoditized channel about not becoming commoditized channel about not becoming commoditized because then it's just a low price because then it's just a low price because then it's just a low price solution that wins and you don't want to solution that wins and you don't want to solution that wins and you don't want to be competing solely on price but if you be competing solely on price but if you be competing solely on price but if you have unique features and you can't have unique features and you can't have unique features and you can't communicate those you will become a communicate those you will become a communicate those you will become a commodity and positioning is perhaps the commodity and positioning is perhaps the commodity and positioning is perhaps the best way to instantly to quickly show a best way to instantly to quickly show a best way to instantly to quickly show a new website visitor or a New Prospect new website visitor or a New Prospect new website visitor or a New Prospect what you can do when without trying to what you can do when without trying to what you can do when without trying to explain well we have this feature and explain well we have this feature and explain well we have this feature and it's different and we have these six it's different and we have these six it's different and we have these six features it's just too much but if you features it's just too much but if you features it's just too much but if you can position yourself with an H1 a can position yourself with an H1 a can position yourself with an H1 a single sentence on a website that is the single sentence on a website that is the single sentence on a website that is the way to win this war and to not be way to win this war and to not be way to win this war and to not be commoditized so for example if you're commoditized so for example if you're commoditized so for example if you're competing against MailChimp which is the competing against MailChimp which is the competing against MailChimp which is the largest email marketing provider in the largest email marketing provider in the largest email marketing provider in the world you might say that your email world you might say that your email world you might say that your email automation that meets the challenges of automation that meets the challenges of automation that meets the challenges of B2B SAS and that's exactly what user B2B SAS and that's exactly what user B2B SAS and that's exactly what user list has done is there overlapping list has done is there overlapping list has done is there overlapping features and functionality between user features and functionality between user features and functionality between user list and MailChimp of course there is is list and MailChimp of course there is is list and MailChimp of course there is is user list trying to attack MailChimp user list trying to attack MailChimp user list trying to attack MailChimp which has more than a billion dollars a which has more than a billion dollars a which has more than a billion dollars a year in Revenue head on of course year in Revenue head on of course year in Revenue head on of course they're not they're positioning they're not they're positioning they're not they're positioning themselves to own a corner of the market themselves to own a corner of the market themselves to own a corner of the market so with a position like that you don't so with a position like that you don't so with a position like that you don't have to list 20 unique features you have have to list 20 unique features you have have to list 20 unique features you have you've shown the visitor in three you've shown the visitor in three you've shown the visitor in three seconds why they should or should not

seconds why they should or should not seconds why they should or should not consider you whether you might be a fit consider you whether you might be a fit consider you whether you might be a fit for them or not and given that for them or not and given that for them or not and given that positioning shows your uniqueness it's a positioning shows your uniqueness it's a positioning shows your uniqueness it's a fundamental part of building your fundamental part of building your fundamental part of building your marketing flywheel if you Market without marketing flywheel if you Market without marketing flywheel if you Market without solid positioning it very well can be an solid positioning it very well can be an solid positioning it very well can be an uphill battle if you're getting compared uphill battle if you're getting compared uphill battle if you're getting compared against all the other players in your against all the other players in your against all the other players in your space so how do you find your position space so how do you find your position space so how do you find your position how do you position your brand for how do you position your brand for how do you position your brand for success in 2023 there are a handful of success in 2023 there are a handful of success in 2023 there are a handful of positioning strategies and if you type positioning strategies and if you type positioning strategies and if you type into Google or chat GPT what are the into Google or chat GPT what are the into Google or chat GPT what are the best ways to position a product you can best ways to position a product you can best ways to position a product you can get some examples the issue is a lot of get some examples the issue is a lot of get some examples the issue is a lot of the examples are for b2c Brands like the examples are for b2c Brands like the examples are for b2c Brands like toothpaste or competing you know on toothpaste or competing you know on toothpaste or competing you know on store shelves or being a direct to store shelves or being a direct to store shelves or being a direct to Consumer e-commerce company and while Consumer e-commerce company and while Consumer e-commerce company and while there are a lot of different positioning there are a lot of different positioning there are a lot of different positioning strategies there are four that I think strategies there are four that I think strategies there are four that I think can get you started in thinking about can get you started in thinking about can get you started in thinking about how you might want to position your how you might want to position your how you might want to position your company first is to Niche down this company first is to Niche down this company first is to Niche down this might be the most common approach that I might be the most common approach that I might be the most common approach that I see people use for positioning and it see people use for positioning and it see people use for positioning and it works pretty well if you find a space in works pretty well if you find a space in works pretty well if you find a space in the market a little vertical where the market a little vertical where the market a little vertical where people have unique needs like for people have unique needs like for people have unique needs like for example with user list email automation example with user list email automation example with user list email automation for SAS versus email automation for the for SAS versus email automation for the for SAS versus email automation for the entire world or if you want to Niche entire world or if you want to Niche entire world or if you want to Niche down only to people who want open source down only to people who want open source down only to people who want open source eCommerce versus everyone that's another eCommerce versus everyone that's another eCommerce versus everyone that's another example you often hear the I'm going to example you often hear the I'm going to example you often hear the I'm going to build a project management software but build a project management software but build a project management software but for dentists or for people who publish for dentists or for people who publish for dentists or for people who publish books or you know that's niching down books or you know that's niching down books or you know that's niching down right and so this is a very common right and so this is a very common right and so this is a very common approach to positioning and it's one approach to positioning and it's one approach to positioning and it's one that can work for you that can work for you that can work for you another way to position yourself is as another way to position yourself is as another way to position yourself is as essentially the low-cost leader and this

essentially the low-cost leader and this essentially the low-cost leader and this is when I don't typically recommend for is when I don't typically recommend for is when I don't typically recommend for SAS companies because it can be erased SAS companies because it can be erased SAS companies because it can be erased to the bottom but you might think of to the bottom but you might think of to the bottom but you might think of Walmart and Amazon as having a huge part Walmart and Amazon as having a huge part Walmart and Amazon as having a huge part of their brand being that they are of their brand being that they are of their brand being that they are cheaper than the competition and while I cheaper than the competition and while I cheaper than the competition and while I think being cheaper than big overpriced think being cheaper than big overpriced think being cheaper than big overpriced incumbents can be an awesome Advantage I incumbents can be an awesome Advantage I incumbents can be an awesome Advantage I don't think you want to get in a race don't think you want to get in a race don't think you want to get in a race with other startups where you're going with other startups where you're going with other startups where you're going you're charging 49 a month and then it's you're charging 49 a month and then it's you're charging 49 a month and then it's 39 and you drop to 29 and you know 39 and you drop to 29 and you know 39 and you drop to 29 and you know that's how you're getting customers is that's how you're getting customers is that's how you're getting customers is just by being cheaper it's just not a just by being cheaper it's just not a just by being cheaper it's just not a sustainable way to grow an incredible sustainable way to grow an incredible sustainable way to grow an incredible SAS company the third positioning SAS company the third positioning SAS company the third positioning strategy is to emphasize a single strategy is to emphasize a single strategy is to emphasize a single benefit so if we look at fathom benefit so if we look at fathom benefit so if we look at fathom analytics who's positioning themselves analytics who's positioning themselves analytics who's positioning themselves against Google analytics fathom is super against Google analytics fathom is super against Google analytics fathom is super focused on privacy their gdpr compliant focused on privacy their gdpr compliant focused on privacy their gdpr compliant and privacy is all over their website and privacy is all over their website and privacy is all over their website all over their positioning and that's a all over their positioning and that's a all over their positioning and that's a stark contrast to how we probably think stark contrast to how we probably think stark contrast to how we probably think about Google analytics Zappos for about Google analytics Zappos for about Google analytics Zappos for example the famous retailer That Grew at example the famous retailer That Grew at example the famous retailer That Grew at an incredible speed and got required by an incredible speed and got required by an incredible speed and got required by Amazon they made amazing customer Amazon they made amazing customer Amazon they made amazing customer service their benefit that's the benefit service their benefit that's the benefit service their benefit that's the benefit they leaned into a huge part of their they leaned into a huge part of their they leaned into a huge part of their brand and their positioning is that brand and their positioning is that brand and their positioning is that their customer service was off the their customer service was off the their customer service was off the charts they didn't go after low prices charts they didn't go after low prices charts they didn't go after low prices they're not the lowest cost provider and they're not the lowest cost provider and they're not the lowest cost provider and yet I've bought a ton of shoes and yet I've bought a ton of shoes and yet I've bought a ton of shoes and clothes through Zappos because I value clothes through Zappos because I value clothes through Zappos because I value customer service over price so focusing customer service over price so focusing customer service over price so focusing on a single benefit can be a strategy on a single benefit can be a strategy on a single benefit can be a strategy for positioning your company and the for positioning your company and the for positioning your company and the fourth strategy that I'm going to lay fourth strategy that I'm going to lay fourth strategy that I'm going to lay out for positioning is making something out for positioning is making something out for positioning is making something that is powerful but scary making it that is powerful but scary making it that is powerful but scary making it more approachable so the example here is

more approachable so the example here is more approachable so the example here is the last SAS company I started was drip the last SAS company I started was drip the last SAS company I started was drip it started off as an email service it started off as an email service it started off as an email service provider it became a marketing provider it became a marketing provider it became a marketing automation provider now marketing automation provider now marketing automation provider now marketing automation is a scary term right it's automation is a scary term right it's automation is a scary term right it's powerful but most people don't want to powerful but most people don't want to powerful but most people don't want to learn marketing on a mission it just learn marketing on a mission it just learn marketing on a mission it just doesn't sound like fun and back in 2014 doesn't sound like fun and back in 2014 doesn't sound like fun and back in 2014 we launched drip 2.0 it was a kind of a we launched drip 2.0 it was a kind of a we launched drip 2.0 it was a kind of a second version and a minor pivot and I second version and a minor pivot and I second version and a minor pivot and I put this phrase on the homepage it was put this phrase on the homepage it was put this phrase on the homepage it was is actually the H1 at the top of the is actually the H1 at the top of the is actually the H1 at the top of the homepage lightweight marketing homepage lightweight marketing homepage lightweight marketing automation that doesn't suck and that automation that doesn't suck and that automation that doesn't suck and that communicates a lot so let's break that communicates a lot so let's break that communicates a lot so let's break that down lightweight implies it's less scary down lightweight implies it's less scary down lightweight implies it's less scary it's easy to use marketing automation so it's easy to use marketing automation so it's easy to use marketing automation so now as a visitor you know what category now as a visitor you know what category now as a visitor you know what category of software it's in before we had this of software it's in before we had this of software it's in before we had this headline I was trying to invent a new headline I was trying to invent a new headline I was trying to invent a new category or describe what drip did and category or describe what drip did and category or describe what drip did and frankly that confused a lot of visitors frankly that confused a lot of visitors frankly that confused a lot of visitors I would talk about email automation or I would talk about email automation or I would talk about email automation or send the right email at the right time send the right email at the right time send the right email at the right time to the right customer but people would to the right customer but people would to the right customer but people would ask are you an email service provider ask are you an email service provider ask are you an email service provider are you marketing automation like what are you marketing automation like what are you marketing automation like what exactly do you do and frankly from the exactly do you do and frankly from the exactly do you do and frankly from the beginning we should have leaned into an beginning we should have leaned into an beginning we should have leaned into an email marketing provider or a marketing email marketing provider or a marketing email marketing provider or a marketing automation provider the phrase that automation provider the phrase that automation provider the phrase that doesn't suck that's at the end of that doesn't suck that's at the end of that doesn't suck that's at the end of that sentence implies most or all of our sentence implies most or all of our sentence implies most or all of our competitors do and frankly this was true competitors do and frankly this was true competitors do and frankly this was true and people would chuckle they knew that and people would chuckle they knew that and people would chuckle they knew that it was true in this space that most of it was true in this space that most of it was true in this space that most of the marketing automation providers were the marketing automation providers were the marketing automation providers were awful software wasn't good sales process awful software wasn't good sales process awful software wasn't good sales process wasn't good they were too expensive so I wasn't good they were too expensive so I wasn't good they were too expensive so I was essentially making a promise in this was essentially making a promise in this was essentially making a promise in this headline that our software had to live headline that our software had to live headline that our software had to live up to and I'll be honest I think this up to and I'll be honest I think this up to and I'll be honest I think this headline and this positioning absolutely headline and this positioning absolutely headline and this positioning absolutely helped us carve out our corner of the

helped us carve out our corner of the helped us carve out our corner of the market which was lightweight easy to use market which was lightweight easy to use market which was lightweight easy to use marketing automation as opposed to the marketing automation as opposed to the marketing automation as opposed to the big clunky expensive tools people were big clunky expensive tools people were big clunky expensive tools people were using in the space and without that using in the space and without that using in the space and without that positioning I think we would have grown positioning I think we would have grown positioning I think we would have grown much much slower there are many much much slower there are many much much slower there are many strategies and approaches you can use to strategies and approaches you can use to strategies and approaches you can use to think about positioning I hope these think about positioning I hope these think about positioning I hope these four that I've offered has been helpful four that I've offered has been helpful four that I've offered has been helpful if you want to dig further into if you want to dig further into if you want to dig further into positioning there is a video on this positioning there is a video on this positioning there is a video on this channel called SAS product positioning channel called SAS product positioning channel called SAS product positioning should have a point of view with April should have a point of view with April should have a point of view with April Dunford and we will link that up in the Dunford and we will link that up in the Dunford and we will link that up in the description in addition probably the description in addition probably the description in addition probably the best book I've seen on Startup and SAS best book I've seen on Startup and SAS best book I've seen on Startup and SAS positioning is called obviously awesome positioning is called obviously awesome positioning is called obviously awesome also by April Dunford and you can check also by April Dunford and you can check also by April Dunford and you can check that out wherever greater books are sold that out wherever greater books are sold that out wherever greater books are sold in a minute I'm going to tell you what I in a minute I'm going to tell you what I in a minute I'm going to tell you what I believe is perhaps the best way to believe is perhaps the best way to believe is perhaps the best way to position your product but before I do position your product but before I do position your product but before I do that microcomp connect is our online that microcomp connect is our online that microcomp connect is our online community of bootstrapped and mostly community of bootstrapped and mostly community of bootstrapped and mostly bootstrap startup founders with an bootstrap startup founders with an bootstrap startup founders with an emphasis on SAS we have more than 5 5 emphasis on SAS we have more than 5 5 emphasis on SAS we have more than 5 5 000 Founders in this group it's heavily 000 Founders in this group it's heavily 000 Founders in this group it's heavily moderated there's a lot of great moderated there's a lot of great moderated there's a lot of great conversation going on and if you want to conversation going on and if you want to conversation going on and if you want to be part of a community like this it's be part of a community like this it's be part of a community like this it's free head over to microcomfort free head over to microcomfort free head over to microcomfort connect.com in terms of what I think connect.com in terms of what I think connect.com in terms of what I think could be an optimal way to position your could be an optimal way to position your could be an optimal way to position your company I think it's pretty amazing to company I think it's pretty amazing to company I think it's pretty amazing to combine two or more of the positioning combine two or more of the positioning combine two or more of the positioning strategies I named above so I talked strategies I named above so I talked strategies I named above so I talked about doing it on price focusing on a about doing it on price focusing on a about doing it on price focusing on a single benefit I talked about beating single benefit I talked about beating single benefit I talked about beating bigger incumbents but imagine if you're bigger incumbents but imagine if you're bigger incumbents but imagine if you're cheaper than your expensive hated cheaper than your expensive hated cheaper than your expensive hated incumbents and you have most of their incumbents and you have most of their incumbents and you have most of their functionality and you're also much functionality and you're also much functionality and you're also much easier to learn and to use and your easier to learn and to use and your easier to learn and to use and your customer service is better it's a great

customer service is better it's a great customer service is better it's a great combination and it's totally possible combination and it's totally possible combination and it's totally possible and if you can carve out positioning and if you can carve out positioning and if you can carve out positioning like that with not just one facet you're like that with not just one facet you're like that with not just one facet you're going to put yourself in an amazing going to put yourself in an amazing going to put yourself in an amazing place for fast growth in 2023 hope you place for fast growth in 2023 hope you place for fast growth in 2023 hope you enjoyed this video if you did I'd enjoyed this video if you did I'd enjoyed this video if you did I'd appreciate a like and of course appreciate a like and of course appreciate a like and of course subscribe to the channel we're kicking subscribe to the channel we're kicking subscribe to the channel we're kicking out videos like this every week on all out videos like this every week on all out videos like this every week on all things SAS building launching growing things SAS building launching growing things SAS building launching growing marketing brand positioning everything marketing brand positioning everything marketing brand positioning everything that you need to be thinking about to that you need to be thinking about to that you need to be thinking about to build an incredible SAS business thanks build an incredible SAS business thanks build an incredible SAS business thanks for joining me this week I'll see you for joining me this week I'll see you for joining me this week I'll see you next time