I'd been creating content on LinkedIn for months. Great engagement. Thoughtful comments. People telling me how much they loved my posts.

Zero leads.

Then I wrote ONE post that changed everything.

It was about a 9-figure financial services CEO who had reached out looking for a personal brand consultant. He told me he'd looked at everyone else's websites and they all looked the same—super polished, perfectly branded, saying all the right "professional" things.

"I don't want that," he said. "I don't want to look like everybody else."

The post was me leaning into everything that made me different. Everything that used to make me feel insecure about my work. My unconventional background. My opinionated approach. The fact that I wasn't the "super polished consultant."

That single post brought in three qualified leads. I closed $15,000 within two weeks. And one of those other leads? Six figures in revenue over the next two years.

What changed wasn't my skills. It wasn't my content quality. It was my POSITIONING.

I stopped trying to be for everyone and started being undeniably, specifically ME.

The counterintuitive truth: I got MORE clients by being MORE specific about who I'm for.

You built your business on referrals. When you announced you were going out on your own, your network showed up. Business flowed.

So you took whatever came to you. You've probably served a pretty wide array of clients. And you KNOW you can help lots of different people.

Narrowing your positioning feels like you're limiting the referrals you'll get, so you resist.

But over time, as you continue to take whatever business comes your way, doing a myriad of slightly different things, your network gets increasingly confused about what you actually do.

When you're for "everyone," referrals say: "She does... well, lots of things."

When you're for something SPECIFIC, referrals say: "She's THE expert for [exact situation]. You need to talk to her."

Without specificity, those referrals will slow down. The well will dry up.

Eventually, you realize you didn’t build an actual business. You built a collection of projects with no positioning, no systems, no repeatable process.

You've been taking whatever referrals show up like a f*cking employee waiting for assignments instead of a CEO choosing their clients.

Here's the other reason you're resisting narrow positioning: You're afraid to go upmarket.

You're afraid to target premium prospects and clients because you think you don't have the credibility. You don't have the experience. You haven't "earned it" yet.

So you water down your messaging to appeal to a broader audience. People who, honestly, often struggle to pay you what you're worth.

And you stay stuck.

Premium clients create your path to wealth. Serving everyone forces you to compete on price.

One $50,000 client is not the same as ten $5,000 clients. It's the same revenue with 10x less complexity. Less project management. Less context switching. Less energy.

Premium clients pay for expertise. But they can't see your expertise when your positioning sounds like everyone else's.

And, if you feel called to serve an audience who can’t afford premium prices, first build your business with the higher ticket clients, so that you can then afford to give massive price breaks to the people who need it.

You CAN help lots of people, so you think you SHOULD help lots of people.

Your range feels like your value. Comprehensive positioning feels more valuable than specific positioning.

But here's what prospects actually think:

The consultant who can solve their EXACT problem beats the consultant who can solve "everything."

They're not hiring you for range. They're hiring you for precision.

You've spent years building diverse expertise. Multiple industries. Different types of clients. Various methodologies.

Feels dishonest to only show one angle, right?

But positioning isn't biography. It's strategy.

You're not hiding your range. You're claiming your lane by naming the throughline that ties all of that depth of experience together in a way that feels like a freaking revelation to your ideal prospects.

When you try to communicate all your expertise, none of it lands. When you communicate one specific value, your expertise becomes obvious.

Let's get surgical about this.

First, the reality check: It's okay if you haven't worked with your ideal client yet. Or if you've only worked with a few of them. What matters is getting clear on who they are, what situation makes your work HIGH STAKES for them, and what outcome you deliver.

This isn't just demographics—titles and company size.

This is PSYCHOGRAPHICS—situation, pressure, consequences.

Weak: Not "marketing directors."

Strong: "Marketing directors at Series B SaaS companies where the board is questioning marketing ROI and their job is on the line."

See the difference?

What makes work high stakes:

When you identify the situation that creates urgency, you identify clients who will pay premium prices to solve it.

Use their actual words. Not consultant language.

Weak: "Need better systems."

Strong: "Delivery is taking 60 hours per client. They're burning out at $30,000 per month and can't scale without breaking."

The problem must be something they already KNOW they have. They're symptom aware, not necessarily problem aware yet.

Your job isn't to educate them about problems they don't think they have. It's to name the symptoms they're already experiencing.

Get clear and measurable about the ultimate outcome your prospect wants. Not something on the way to the outcome (the deliverable, the vague improvement). The specific, tangible, life-changing end result.

Weak: "Better efficiency."

Strong: "Cut delivery time to 15 hours per client and scale to $75,000 per month within 90 days."

Include numbers. Include timeline. Make the transformation impossible to ignore.

And here's the key: This is what THEY think they want. Not what you know they need.

They're buying the destination they can see, not the journey you know they'll take.

This is your signature methodology. It is based on what makes you uniquely positioned to deliver these results for this audience in a way that no one else can.

Design a methodology that screams differentiation.

Name it. Own it. Make it YOURS.

"Using my [Framework Name that uses my Unique Approach]."

This separates you from every other consultant promising similar results. Your mechanism is your intellectual property.

The formula: "I help [specific WHO in specific SITUATION] achieve [specific OUTCOME they want] using my [specific FRAMEWORK and unique APPROACH]."

Before: "I help business owners build better systems."

After: "I help SaaS founders scaling past $500K who are drowning in delivery cut their client delivery time in half and double revenue within 90 days using my Scalable Delivery Framework that automates a 5-star client experience."

The second one makes it impossible for the RIGHT client to ignore you.

And makes it immediately clear to the WRONG client that you're not for them.

Both outcomes are good.

Here's what happens when those referrals slow down—and they will:

When you're clear on your positioning, you suddenly know:

Marketing compounds when aimed at the same target.

Every newsletter speaks to the same person's situation. Every case study reinforces the same expertise. Every conversation builds on the last. Your content library becomes an asset that compounds over time instead of a random collection of posts.

Everything becomes reusable.

Same discovery questions because you know their situation. Same frameworks because you've refined them. Same templates because you're not starting from scratch. Same onboarding process because it's predictable.

Word-of-mouth finally works the way you want it to.

People know exactly who to refer. "She's the expert for [specific situation]" instead of "She does... well, lots of things."

The math is simple:

One input. Multiple outputs. Everything you build serves the same audience and reinforces the same positioning.

Go back to that LinkedIn post I mentioned at the beginning.

The 9-figure CEO didn't want the "super polished consultant." He wanted someone DIFFERENT.

Everything that used to make me feel insecure about my work? That was my competitive advantage.

Generic positioning buries what makes you irreplaceable.

When you try to be for everyone, you sound like everyone. "I help businesses with strategy"—cool, so do 10,000 other consultants. Your unique background, your unconventional path, your spiky opinions get hidden because you're trying to look "professional" instead of being YOU.

Specific positioning makes you the obvious choice.

Premium clients don't want a "good generalist." They want the perfect specialist for their exact situation. They want someone who GETS their specific pressure. Someone who's been in the trenches of their exact problem.

Your weird, specific experience becomes your unfair advantage.

You're not limiting yourself. When you own specific expertise, people hire you for other things too. But at premium rates because they trust your judgment.

Specificity creates credibility. Credibility creates flexibility.

The consultant known for one thing gets hired for everything. The consultant known for everything gets hired for nothing.

Draft your positioning statement right now:

"I help [WHO in what SITUATION] achieve [OUTCOME] using my [FRAMEWORK] using my [APPROACH]."

The test:

Put it on your website. Lead every conversation with it. Make it your LinkedIn headline. Use it to filter opportunities. Let it guide every piece of content you create.

Watch what changes when your positioning is crystal clear.

You stop taking every client that shows up. You start attracting the RIGHT clients. Your content finally converts. Referrals become more qualified. You know exactly where to spend your time.

And you stop competing on price because your expertise is impossible to ignore.

You already have the expertise. You already have the track record. What you need is positioning clarity that makes your value undeniable.

One clear positioning statement changed everything for me. One post that leaned into what made me different brought in six figures of revenue over two years.

Because I stopped hiding my expertise behind generic messaging and started owning my lane.

Your turn.

In love and growth,
Kasey

P.S. When you complete your positioning statement, reply and send it to me. I’ll happily give you feedback to make it even better and cheer you on.