When business owners say they’re “the best” at what they do, I always ask: Best according to who?

Because the market doesn’t reward “better.” It rewards different.

Better is subjective. It’s hard to measure. And frankly, it’s what everyone is claiming.

But different? Different gets noticed. Different gets remembered. And different gets paid.

That’s the power of smart positioning. And it’s one of the most valuable things you can help a client figure out.

Why Most Positioning Fails

Most businesses default to vague claims like:

• “Top-quality service”
  
  

• “We care about our customers”
  
  

• “Competitive pricing”
  
  

It’s generic. It’s forgettable. And it forces prospects to do the hard work of figuring out why this business is any better than the next.

When customers can’t find a clear reason to choose someone, they default to the cheapest option—or delay the decision entirely.

That’s a positioning problem. And positioning problems are profit problems.

Why Different Wins

Being different removes friction from the buying process. It answers the key question:

“Why should I choose you instead of all the other options?”

And more importantly, it gives people a story they can repeat.

Different is talk-about-able. Different is shareable. Different spreads.

You don’t need to be the best in the world. You just need to be the best option for a specific type of person, with a specific problem, who values what makes you unique.

How to Help Clients Differentiate Strategically

So how do you help clients stop blending in and start owning their uniqueness?

Here are some positioning levers to explore:

1. Guarantees

Add a bold promise. For example:

“On time or your meal is free.”
“Your roof repaired in 24 hours—or we cover your hotel stay.”

These kinds of guarantees reduce buying hesitation and show confidence.

2. Proprietary Process

Package what your client already does into a named process or framework. Even if it’s not truly proprietary, it feels more professional.

Think: “Our 3-Step Home Selling System” or “The 90-Day Profit Reset.”

3. Bundling + Bonuses

Make their offer feel unique with smart packaging. Add value that competitors aren’t promoting.

Example: A personal trainer offers a free meal plan + accountability check-ins—while others just sell sessions.

4. Targeting a Niche

Serving everyone is a fast way to get ignored. Help clients narrow their focus and speak directly to a group of people with a shared problem.

“We help creative agencies get paid faster with frictionless invoicing tools.”
“We manage bookkeeping exclusively for busy restaurant owners.”

The more specific, the more magnetic.

How to Make Positioning Profitable

Good positioning isn’t just clever—it should tie directly into revenue.

That’s where tools like Profit Acceleration Software™ come in. When you're helping a client reposition, it can:

• Assess the current messaging for clarity and impact
  
  

• Pinpoint where positioning gaps are hurting conversions
  
  

• Model the financial upside of fixing those gaps
  
  

• Generate a roadmap that links differentiation to specific profit strategies
  
  

Now, your client doesn’t just feel different—they can see how being different will drive revenue.

The Coach’s Role in All of This

Your job isn’t just to help clients “look better.”
It’s to help them position themselves as the obvious choice in their market.

And that means:

• Asking better questions
  
  

• Challenging vague messaging
  
  

• Helping them craft a message that connects, sticks, and sells
  
  

When you do this well, you don’t just help clients stand out. You help them raise their prices, shorten their sales cycles, and increase referrals.

That’s what great positioning does.

Final Thoughts

Different will always beat better—because different is strategic, scalable, and memorable.

If your clients are stuck competing on price or struggling to grow, it might be time to stop tweaking the offer… and start shifting the position.

Help them become the only option their prospects want—and watch their business transform.

Want to guide your clients to a clearer, more profitable market position? Book a strategy demo and we’ll show you how Profit Acceleration Software™ makes it easy to map out messaging that converts.