“Christina, my marketing isn’t landing. No one knows how to find me!”
Sounds familiar?
When your marketing isn’t landing, is it because…
- People can’t see your work yet…
- Or because they can see it, but don’t immediately recognize themselves in it?
Those are two very different problems.
One is visibility.
The other is positioning.
And surprisingly, most coaches assume they have the first… when they’re actually experiencing the second.
There’s a simple exercise I like to do when someone tells me their marketing “isn’t landing.”
It takes about 30 seconds.
And it immediately reveals whether their positioning is clear… or fuzzy…
Here it is.
Complete this sentence:
“I help ______ who are tired of ______ create ______ without ______ in ____ days/weeks/months/years.”
For example:
“I help health coaches who are tired of inconsistent clients create a repeatable content-to-sales system without spending all day on social media in 30 days.”
Now here’s the part most people get wrong.
They choose an identity that’s too broad.
They say things like:
“I help entrepreneurs…”
“I help people…”
“I help people who want more freedom…”
And while those sound nice… they don’t actually create recognition.
When your positioning is clear, the right person should read it and immediately think:
“That’s exactly me.”
Not:
“That could apply to me.”
There’s a difference.
Specific positioning does two things at once:
It filters out the wrong people and pulls the right ones closer.
Most coaches try to keep their positioning open so they don’t exclude anyone.
But ironically… that’s exactly what makes the message disappear into the noise.
So if your marketing feels like it’s not quite landing, try the sentence above.
You might find the shift isn’t in your strategy…
It’s in how clearly your message lets the right people recognize themselves.
