Positioning Matters Because Customers are Lazy and Selfish + free eBook

Mark Evans
1 min readJun 20, 2022

Prospects are selfish and lazy.

They want instant gratification with minimal effort.

When researching, they want to know immediately if a product is relevant.

If confused, they move on without a second thought.

It’s why positioning is crucial. If you’re not crystal clear about:
🔥 What you do
🔥 Who you serve
🔥 Why what you do matters to the people you serve
🔥 How you’re unique

…..marketing and sales will be a waste of time and resources.

You will tactically execute but not drive ROI because marketing and sales fail to resonate.

As companies analyze budgets, positioning and marketing are easy targets. It happened in early-2020 and it will likely happen again.

But I would urge that now is not the time sharply pull back.

While companies need to be pragmatic and disciplined, rash decisions can cause more harm than good.

In tough times, positioning helps to get value from marketing and sales investments.

Good messaging makes an impact and allows you to outflank competitors who don’t connect as easily as quickly with prospects.

Here’s a free DIY guide (no email needed) on how to create better positioning: https://lnkd.in/ggi2Jcac

Like this content? Subscribe to my marketing newsletter for micro-doses of advice, guidance, and tools.



Mark Evans

A fractional CMO for B2B SaaS looking to attract & engage better prospects. I focus on positioning, planning, and content-driven marketing. marketingspark.co