If your client says their competitive edge is “great service,” we’ve got a problem.

Because “great service,” “fair pricing,” and “we care more” are not differentiators—they’re baselines. They’re what every business says.

And when everyone sounds the same, no one stands out.

This is the branding trap most small business owners fall into. They try to be better… but end up blending in. And in today’s crowded marketplace, blending in is a great way to go broke.

The fix? Help them craft a Market Dominating Position—a clear, compelling reason why customers should choose them over anyone else.

Let’s unpack what that means and how you, as a coach, can lead the process.

The Problem With “Me Too” Marketing

Take a look at almost any local service website.
Chances are, you’ll see the same tired phrases:

• “Locally owned and operated”
  
  

• “Quality you can trust”
  
  

• “Committed to customer satisfaction”
  
  

These aren’t selling points. They’re fluff. They don’t answer the real question every prospect is asking:

“Why should I choose you over everyone else?”

When a business fails to answer that, it becomes a commodity—and in a commoditized market, price becomes the only differentiator.

And you already know how that ends: discount wars, tight margins, and burnout.

What Is a Market Dominating Position?

A Market Dominating Position (MDP) is a strategic message or offer that clearly communicates a business’s unique value.

It’s not just a slogan. It’s a positioning strategy that sits at the center of all marketing and sales activity.

Here’s what it does:

• It makes a business stand out in a meaningful way
  
  

• It connects directly to the customer’s pain or priority
  
  

• It explains why the business is the obvious choice
  
  

Think of it as your client’s unfair advantage—one that they can articulate in a sentence or two.

What a Strong MDP Looks Like

Instead of “We offer great service,” try:

“We respond to every emergency HVAC call in under 90 minutes—or your service is free.”

Instead of “We’re family-owned,” try:

“We’ve helped 3,200 local homeowners sell faster and for more—without pushy sales tactics.”

See the difference? These aren’t vague generalities. They’re promises. And promises move people.

How to Help Clients Build an MDP

As their coach, you’re in a perfect position to lead this process. Here’s how:

Step 1: Start With Their Audience

Who is their ideal client? What do they care most about? What are they frustrated with?

Step 2: Define Their Core Value

What does the business do better or differently than others in their space? This doesn’t have to be revolutionary—it just has to be relevant.

Step 3: Shape the Message

Help them create a short, punchy statement that speaks directly to the pain or desire of their ideal client—and positions them as the answer.

Need help structuring it? Use this template:

“We help [ideal client] get [specific result] without [obstacle or frustration].”

Shortcut the Process With Smart Tools

If you want to speed up the MDP-building process, use tools that make the strategy tangible.

That’s why I recommend the Profit Acceleration Software™. It walks you through:

• Identifying market gaps
  
  

• Pinpointing competitor weaknesses
  
  

• Aligning your client’s offer with high-ROI opportunities
  
  

• Quantifying the financial upside of a better position
  
  

It takes the guesswork out of messaging—and adds measurable value to your coaching.

Final Thoughts

Businesses that stand out win. Businesses that blend in compete on price.

Helping your clients develop a Market Dominating Position may be the single most impactful strategic shift they make. Because once they stop sounding like everyone else, they start attracting the right customers—and commanding better prices.

Want to help your clients build a message that gets attention and converts? Book a strategy demo and we’ll show you how to build Market Dominating Positions that drive profit and positioning.