Back to App Marketing
Section 3 · App Positioning
Positioning Is Everything
If users can't describe what you do in one sentence, you don't have a product — you have a problem.
Users
Revenue
Growth
Why it works
Strong positioning makes marketing easier, conversion higher, and word-of-mouth automatic.
Connects to
Users
Revenue
Growth
When to use it
Before writing your homepage, ads, or pitch.
When NOT to use it
Don't 'reposition' weekly — commit, test for 90 days, then iterate.
How to use it
- Fill in: For [audience] who [problem], [product] is the [category] that [unique value].
- Name your top 3 competitors and the ONE way you're meaningfully different.
- Test your positioning on 10 strangers — can they repeat it back?
- Update your homepage hero, app store description, and pitch to match.
Examples
Strong
Linear: 'The issue tracker you'll actually enjoy using' — clear audience, clear differentiator.
Weak
'AI-powered productivity platform for teams' — vague, generic, forgettable.