Oh, you mean the positioning guy?

Years back, I was working with someone and we had a problem with our positioning.

They said, “Oh, you want to go talk to this guy. He’s the positioning guy.”

And that’s how everybody seemed to know him. Every time his name came up in conversation, it was the same thing. “Oh, the positioning guy. I get you.”

I always wondered how you get known as that one thing, and whether it holds you back.

I mean, we all want to help more people, right? So surely, the best thing to do is to go broad.

But the fact is, the more you’re known for one specific thing, the easier it is for you to...

... build a trustworthy rep
... charge premium fees
... get loads of referrals

Doesn’t matter if you’re an ecom brand, a service business or an agency, being known as the "whatever person" will help.

You see it everywhere...

... Noom were known as "oh, the weight loss app" for years
... Russell Brunson was "the funnel guy"
... Maria Wendt right now is like the Instagram low-ticket Queen

The more you talk about something, the more you’re known for it. And the only way to get that kind of recognition is to keep talking about the same thing.

Which is really hard.

Cause the more you talk about the same thing, the more exhausting it feels.

You hit a point where you feel like you're retreading stuff you've covered, and you worry that others are gonna get bored of you.

The fix is what we covered on yesterday’s GM+ call, turning one idea into a month of daily posts or emails in a way that always feels fresh.

Here’s the core of it.

Say you’re a Meta ads person. You want to be known as the Meta ads people, so that’s your big idea.

First, you pick a handful of core areas people think about when running Meta ads as your content pillars.

... Budget
... Account structure
... Creative and copy
... Targeting
... etc.

If you run Meta ads, you’ll have a dozen things to say about each one, easy.

Then you pick one area and drill down to the talking points. These are the problems and questions people have with it.

Say we go with creative. People'll often ask things like...

... Best creative to run
... How to make creative
... etc., etc., etc.

Every one of those is a talking point.

Then you take one talking point and drill down again, into archetypes.

I actually do an archetype breakdown every month in GM+ that shows you what archetypes are working well right now across social.

So I know right now, that some of the big ones are...

... tier lists
... A vs B

Knowing that, you can create 2 easy post types.

For A vs B, you compare 2 styles. Image vs video creative on meta ads. What works best?

For the tier list, you rank which type of creative is working best right now.

Both posts are completely different, but they’re still about the same core thing, creative for Meta ads.

Then you drill down once more, into formats...

... a reel
... an animation made with AI
... a carousel
... a single image
... a text post

Take just the A vs B post through those five and that’s Monday to Friday's daily posts sorted, off one idea.

That’s the bones of it.

On the call we went further. How to actually do it for your business, a few more examples run live, and how to judge which posts are working so you can double down on them.

Plus what to do once you know what’s working, which we’ll be going into in more detail too. How to take one winning idea and split it into multiple things again, so you get even more reach and engagement out of it.

All of that is live now in GM+. If you want the replay, it’s below.

​→ Watch the call replay inside GM+​

If you’ve got any questions, hit reply and let me know.

Speak soon,

Pete "repurpose" Boyle