Hello everyone. Daniel Turner here, and welcome to market positioning. Strong positioning is what will make you the obvious choice as an AI founder in your niche. And in this lesson, we're gonna be doing exactly that. So let's get into it. when it comes to market positioning, positioning in short is just how the market sees you and your service as a perception. Right? But here's the thing. Your service delivery process and any other aspect of your business doesn't need to change to have strong positioning. The only thing that needs to change is the angle. So it's all about the angle. Now I want you to think about positioning like this, and it took me a while to figure out an example on how I can actually make sense of this with an analogy. So you know those times where you accidentally open your front camera selfie while you're lying down on the couch? Right? Now how do you look? Not so so great. But then you tilt it up and adjust the angle. Now how do you look? You look pretty damn good. But did you suddenly become more attractive? No. Same face, different angle. That's the power of positioning. Now I was gonna attach an image here of me, doing this, but it was just too damn tragic and I didn't want you to exit out of the lesson. So when it comes to positioning power, the most powerful positioning connects your AI AI service to one core human need your ICP or your avatar has. So you don't want your AI service to be a nice to have that prospects want. You want them to need it. And how you get them to need it is by aligning your positioning with Maslow's hierarchy of needs. Right? That's the starting point because in terms of Maslow's hierarchy of needs, you're definitely familiar with it. This represents all of our core human needs. Right? You got the psychological needs, the safety needs, love and belonging, esteem, self actualization. But the key here is the starting point is you want to position your AI service to one core human need depending on your ICP. Now when it comes to your ICP and how you should position, I'm sharing here my experience of ways that I've positioned AI services to different ICPs. Right? Now I don't have ten here, but I do have five and they all hit. So you should be able to have a really good idea on how you should be positioning your AI service to one core human need. Now let's talk about if your ICP are the CEOs, the sharks, right, the industry leaders. Now let's say your service is AI consulting. How you wanna position it is that it's gonna give them speed, how it's gonna unlock dominance, power, how they're gonna be an industry leading, get ahead, crush the competition. Right? Be ahead of the curve. Because the core need here is esteemed. Because if we think about, you know, CEOs themselves and the fact that their role and their career has come from, the choices and values, CEOs typically are CEOs because they value respect. Right? They value self esteem, status, recognition, power. Right? So when you position your AI service to align with their core human need, that's how you're gonna gain, powerful positioning. Alright? Now let's talk about another, ICP here. Let's say that your ICP are employees or contractors, right, and your service is AI automation solutions. How you wanna position it is by saving time, having less admin busy work, not having to work on the weekends. Because the core need here is love and belonging. Now this goes back to lesson one on consumer psychology. Because what these people want is they wanna save time. If you're talking about unlocking, profits or being more efficient or being ahead of the curve, you're not aligned with what these with what the ICP actually desires. Right? Because these people, they're on a salary or they get paid hourly. So if you're talking about maximizing, efficiency or talking about revolutionizing their operations, you're not aligned with their core human need. These people don't wanna work on the weekends. That's what they value. That's what they crave. Right? So whenever I was offering AI services to, you know, employees or contractors like recruiters, managers, it was always it was always positioned to save time. Okay? Now let's talk about if your ICP are small business owners. And let's say your service, again, is a AI automation solutions. How you wanna position it is unlocking higher profit margins and cutting costs. Because in terms of small business owners, what's at the top of their list is survival, is the safety needs, is the profit margins. These people are gonna put that above saving time. Right? Because they need to keep the lights on. They've got employees. Alright? So positioning the one core human need you wanna position to these people, to small business owners, is high profit margins. Now you don't wanna talk about having high profit margins and saving time and being more efficient, because like we talked about in lesson three of messaging, you want them to imagine it. Right? And if you're talking about multiple outcomes, you're fractured and remove the chance where they're gonna imagine that, and they don't know what to remember you for. Okay? So if your ISP are small business owners, stick to this one core human need and drill it home. Okay? I'm all about unlocking higher profit margins. Now let's talk about if you're ICP, SMMA owners or aspiring entrepreneurs, and let's say your services like a AI entrepreneur program, the way that you wanna position this product is for these people to become someone, to unlock their potential. Because the core need here is self actualization. If you have people who are, you know, twenty to thirty or even forty, they're hungry. Right? What they want is they desire to become the most that one can be. Very strong positioning. Now let's talk about content creators. Right? Let's say that you have, an AI automation solution to help these people with their content creation. The positioning here is burnout. Now the reason it's burnout is because anyone who does content creation knows that it requires a lot of brainpower. Right? You do burnout. There's a lot of fatigue mentally for content creators, and a core need here is a safety need. So just talk about the one core human need of burnout and the way that you position your AI service. Do not talk about multiple outcomes, how you're gonna save time and get ahead of the curve and have high profit margins and become a a better version of yourself and and not have to deal with burnout. You've just fractured your message. Okay? So you need to stick to one core human need. This is what takes your AI service from a nice to have that they want to needed. Okay? Now there's a catch to this. Alright? And that's the fact that Maslow's hierarchy of needs represent all of our core human needs. We don't just have one. Right? This represents all of them. So there's gonna be times on your discovery calls or when you're talking to these prospects before they hop on a discovery call, we're gonna need to shift gears on human needs. So Maslow's hierarchy of needs, like I mentioned, represent all the core human needs that we have, not just one. So anchoring your positioning with one core human need is your starting point. It's how you get your foot in the door. But your service needs to stay aligned with your prospect's core human need. So when you start here, you're positioning yourself to be aligned with your ICP. Alright? But there's gonna be times where your prospect is gonna communicate other core human needs. Right? You're gonna sometimes have CEOs who desire love and belonging, who want to save time more than this thing. So what you're gonna need to do is you're gonna need to shift gears and position your AI service as that when you're on these discovery calls. Okay? Because like driving, when going uphill, if you don't downshift, the engine dies. So this is really easy to do. Okay? And it can be the difference between closing a deal and losing a deal. So don't be stubborn with how your AI service is positioned on these discovery calls. Here's a simple process. Step one is you want to listen to your prospect's surface complaint and keep an eye out for them. Their pain. Right? And step two is you wanna think to yourself, what is the deeper need behind this complaint? And step three, align your AI service to this need by addressing it. Shift gears. So some examples here. Let's say your prospect says, I'm tired of doing the same repetitive tasks every day. What you need to think is safety need, energy drain. So you wanna shift and talk about the risk of burnout. K? Second one here. If your prospect says, I'm scared this won't work, think safety need, fear of instability and failure. So you wanna shift the positioning of your AI service to tighten up the proof, testimonials, talk about the risk free, the fact they can always go back. Now third one here is if the prospect says, I'm tired of low quality needs, think esteem. They feel disrespected like they're like they're losing time, like they deserve more, that they deserve better. Right? So what you wanna shift in comfort and feed their ego. Do you see how this works? Alright? So this is what you wanna do on your discovery calls. Or if the way you're positioned and you're communicating your leads and they talk about one of these things, you need to shift and stay aligned. So don't be stubborn with your positioning. And last one here is, let's say if your prospect says, I've been trying to figure this AI stuff out alone. Right? Let's say you're offering education and they say that to you. Think love and belonging. They're craving a shared experience, so you wanna shift and highlight the pain of isolation. Right? You wanna comfort them. So the point of shifting is that you're just staying aligned with your prospect. That's all you're doing. Now in terms of finding a starting point, okay, now let's say that you're struggling here to, know how your AI service should be positioned even after the examples that I gave, right, of all the different ICPs that I've had to market and position AI services to. Now in terms of finding your starting point, if you're still not sure how to position your AI service, use the bed test. K? So just simply ask yourself this, What is keeping my prospect up at night, and what is the thing they dread doing first thing in the morning each week? This exercise will reveal their primary needs and desires, k, if you're still not sure. Just think for, like, ten minutes, and then you will have that light bulb and you'll know. So in terms of the summary here on market positioning, so positioning in sure is how the market sees you and your service. And by having strong positioning, you achieve two things. You'll have more prospects wanna work with you, and they'll be willing to pay more for your service without you needing to change anything else but the angle of your AI service. So to strengthen your positioning, align your AI service with one core human need, depending on your ICP. This is your starting point. So your starting point is to align your service with one core human need based on your ICP. We just covered that. And then your service needs to stay aligned with the other core human needs that they communicate. And that's all you need to do for positioning. Okay? So the starting point is to align your service with one core human need based on your ICP. And then when you're on discovery calls of these guys or when you're communicating with them, stay aligned and shift gears. Whenever they complain about something, you're just staying aligned with the other core human needs that they that everyone has. K? So up next, we've got the marketing final lesson. So I'll see you on the next one.