04/05/2026
Step 1: Choose a Specific Audience
This is the number one rule in selecting your target client, Not “everyone.”
You must be specific.
For example: Female-owned beauty brands in Nairobi doing under 5M Ksh annually
Another example, Real estate – Dual-income professionals in their early 30s with a combined monthly salary of 200-350K, have 1–2 children, are currently renting in Kilimani or South B, feeling cramped and looking to upgrade into their first owned home within a 45 Km radius of the CBD.
The more specific you are, the better.
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Step 2: Identify the Core Problem You Solve
Not “we offer marketing.”
Instead:
“We help struggling beauty brands increase repeat purchases by 30% in 90 days.”
Position around results, not services.
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Step 3: Define Your Unique Mechanism
Why YOU?
What do you do differently?
Your structure.
Your process.
Your approach.
This is what separates you from competitors.
And then that gets you to step number 4 where you claim a clear category.
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Step 4: Claim a Clear Category
Are you:
The premium option?
The fastest solution?
The most innovative?
The most specialized?
You cannot be everything.
If you try to appeal to everyone, you dilute your power.
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Step 5: Communicate It Everywhere
Your bio.
Your website.
Your pitch.
Your sales calls.
Your content.
Consistency builds mental ownership.
If you don’t position your business intentionally, the market will position you in whatever way they perceive you.
And accidental positioning usually equals average revenue.
Decide what space you want to own —
and own it boldly.
