Why Most “Marketing Problems” Are Actually Positioning Problems

Hey there and happy Saturday!
Glad to have you back here again.

This week got me thinking a lot about the questions I’m asked on almost a daily basis.
And that brought me to the topic of positioning.

Let’s dive it!

“Why isn’t our marketing working?”

It’s one of the most common questions I hear from business owners, CMOs, and founders alike.

And here’s what I usually ask in return:

Are you solving a marketing problem?
Or are you solving a positioning problem?

More often than not, it’s the latter.

Marketing Isn't Broken (Your Positioning Is)

Let’s be clear:
👉 Your ads might be well-targeted
👉 Your content may be consistent
👉 Your funnel could be flawlessly automated

But if people still don’t get what you do, why it matters, or how it’s different,
Then none of that matters.

Here’s how a positioning problem shows up in the wild:

🔸 “People are clicking, but not converting.”
🔸 “We’re getting leads, but they’re not qualified.”
🔸 “Competitors are charging more for the same thing.”

Sound familiar?

That’s positioning. Not content. Not budget. Not tactics.

What Positioning Actually Means

Positioning isn’t just a snappy tagline or fancy brand deck.
It’s the strategic foundation that answers:

• Who are we really for?

• Why should they care?

• What makes us different (and better) for them?

Great positioning makes your product or service feel like the obvious choice for a very specific audience.

🟡 If your offer sounds like everyone else’s...
🟡 If your buyers can’t tell what makes you different...
🟡 If you’re stuck competing on price instead of value...

👉 It’s time to revisit your positioning.

Real-World Example: Slack

When Slack launched, team chat apps already existed.
IRC, Skype, and Gchat were popular.

But Slack didn’t just market itself as “another messaging tool.”

They positioned as:

“Be less busy.”

It wasn’t about chatting. It was about reducing internal email overload and boosting team productivity.

That positioning immediately resonated.
It was emotionally relevant, clear, and different.

How to Fix Your Positioning
(3 Action Steps)

Let’s get practical. Here are three ways to audit and refine your positioning today:

1. Interview Your Customers

Ask:

• Why did you choose us?

• What was going on in your life/business when you found us?

• What alternatives did you consider?

• What made us feel like the right choice?

🛠 Action: Use this language directly in your messaging. Your customers often describe your value better than you can.

2. Map Your Competitive Landscape

What’s everyone else in your space saying?

Create a simple matrix:

• Column A: Competitor

• Column B: Their headline/message

• Column C: Their primary value prop

🛠 Action: Identify where there’s white space (what no one else is claiming). Position yourself there.

3. Clarify the Stakes

Good positioning speaks to both the pain of staying the same and the reward of choosing you.

Ask:

• What’s at risk if someone doesn’t choose us?

• What future becomes possible with us?

🛠 Action: Make that the core of your pitch. Think emotional and practical.

Your Marketing Tactics Are Only as Good as the Strategy Beneath Them

If you’re constantly tweaking headlines, budgets, or CTA buttons with no real improvement, step back and look deeper.

Positioning is upstream. Get that right, and everything else flows easier:

✅ Messaging finally lands
✅ Your audience feels seen
✅ Conversions become natural
✅ You stand out (without shouting louder)

Final Thought: Reflect on Your Own Experience

Think about the last product or service you bought without hesitation.
Odds are, it was positioned so clearly and powerfully that it felt like it was made for you.

👉 That’s the goal.

Well, that's a wrap, Until next week!

Thanks again for spending part of your weekend with me!

👋 Hi, I’m Dustin

I help businesses take the stress out of LinkedIn.

From building clear, standout positioning to creating content that actually converts,
I make sure your brand shows up professionally and powerfully online.

Ready to stop guessing and start growing? Let’s talk.