Last time, we discussed the risks of targeting generic or diverse markets for positioning and how to address them. Now, it's your turn to apply the steps we identified to your customer list.

(For further explanation of any of the steps below, see the related article on finding your ideal client profile)

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Step 1: Copy the worksheet

Fill this out. Provide comments on the linked article on finding your ideal client

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Step 2: Identify your top criteria

These are the criteria that you’ll use to to score and compare segments against in Step 3

Go to the tab “Criteria”:

Add your top criteria

Add your top filters

Sample criteria and criteria filters to score and compare your segments against in Step 3.

Step 3: Brainstorm Segments

Brainstorm the top sub-segments or niches where you can gain a competitive advantage.

Document. Fill out the tab “Win/Loss.” (For more specific guidance on this tab, see Messaging & Positioning Template: Learning from Data)

Fill out the “Win/Loss” tab with organizations, outcomes, and predictors for analysis in your ideal client worksheet

Analyze. Identify attributes of your top bright spots in the “Win/Loss” (Analysis) Tab.

This displays outcomes (win/loss or stage) and predictors of those outcomes.

Add Segments. Draw from your analyses of win/loss or selected criteria.

Add new segments in your ideal client worksheet

Score Segments from 1-4 (high). Note: if desired, you can use more precise numbers, but I suggest a scale for simplicity.

Score the segments you’ve identified in your ideal client worksheet

Add to the reasoning column. This helps others understand the “why” behind your scoring.

Step 4: Choose the Focus for Your Positioning Messages

In the “Segments” tab:

5 minute “gut check.” See if the top-scoring result “feels” right. If not, make appropriate changes.

Optionally - fill out the “Concerns/Challenges” column. Identify your concerns around your top rated picks. We can brainstorm solutions to them.

Select your top items. Note: The more specific you can get the better. You will have opportunities to refine your thinking around the critical unmet need in future sections.

Organization category or sector

Buyer role

Critical unmet need

Ideal Client Worksheet: Select the top roles, needs, and category/sectors in your sheet that will form the basis of your positioning message

Step 5: Send Your Completed Worksheet

Check off completion of every key step in tab “Checklist”

Share this sheet with me providing “edit” access

Next: Core Unmet Needs

Go to the Core Unmet Needs post now that you’ve better prioritized some promising ideal client segments.

This dives deeper into clarifying what problem you’re solving and how. This then generates a critical artifact for discovery and testing with this segment.

See the next article in the series below

View our related series on Positioning and Messaging (Toggle For More)