4 Expert Insights About Positioning (June 2025)

Most sales messaging blends in with the crowd.

“3 tips to…”
“AI-powered insights…”
“Let’s connect!”

We’ve seen it before. Your prospects have seen it before. And no one is even buying.

Here’s the good news: You don’t need louder messaging. You need clearer, bolder, outcome-driven messaging that speaks directly to your buyers’ actual wants.

That’s called positioning, and it’s how you stand out from your competitors.

Here are 4 expert insights you can use to sharpen your positioning and start winning more attention.

Your positioning = how you stand out from competitors

According to Andrew Rodarte, if you want to stand out from your competition, you don’t necessarily need to be “better”. You just need to be different.

Presently, most LinkedIn creators post the same or similar content, causing them to blend in with the crowd instead of standing out. As a result, they recycle templates like “Here are 3 tips to…” thinking it will drive growth.

The result? They blend into the noise.

If you want to differentiate, you need to ditch the templates, rethink your positioning, and make it unique to your competitors.

Liquid Death nailed this. While other water brands focused on “pure refreshment”, Liquid Death sold water as a form of rebellion, turning a basic commodity into a $700M brand.

This proves it’s not what you sell. It’s how you position it.

One way AiSDR differentiates itself from competitors is by refraining from a humanized AI avatar. Instead of a generic AI named Jordan, Cole, or Ava, AiSDR is just AiSDR.

How you can apply this

Here’s how you can apply this insight to your sales outreach:

• Be specific – Use real numbers, personal data, and original observations to make your message feel grounded and trustworthy, e.g. I analyzed 1,472 LinkedIn posts and 79% broke this golden rule or My $54K product launched failed, but here’s the 2-minute conversation that would have saved me.
• Be contrarian – Challenge what everyone else is saying. If it feels risky, you might be onto something fresh.
• Be personal – Connect with people through stories, not summaries or feature lists. This includes sharing setbacks, turning points, and hard-earned lessons. 

Pressure test your writing with “So what?”

A lot of sales and marketing copy stops at the feature. But features alone don’t sell.

Benefits do.

Adrian Kay offers a simple key to better sales copy: The “So what?” test.

After every feature you list, ask yourself the question, “So what?”

And keep going until you uncover the benefit that matters to your prospect and the value you deliver.

Take this example:

We design websites in 10 days or less.

So what? → You launch faster.
So what? → You start testing sooner.
So what? → You get user feedback earlier so you can make improvements faster.
So what? → You figure out what works and scale before your competitors do.

Now you’re not just selling speed. You’re selling a strategic advantage.

The final message?

Launch faster. Sell sooner. From idea to live site in 10 days flat.

That’s what your customer actually wants to hear.

How you can apply this

Here’s how you can apply this insight to your sales outreach:

• Go beyond the surface – Listing features like “AI-powered” or “automated workflows” won’t cut it. You should keep pushing the envelope until you land on a tangible business outcome, like shortening sales cycles by 66%.
• Speak their language – Your prospect wants results, so say what your product unlocks for them.
• Lead with impact – Make the benefit the headline, and put the feature in the fine print (but not so small that they can’t figure out what’s driving the benefit). That’s how you grab attention and drive action.

Buyers buy outcomes, not features

Here’s the truth: You’re customers aren’t buying AI. They’re buying outcomes.

According to Apryl Syed, one of the biggest mistakes AI founders make is leading with tech specs. 

Phrases like neural networks or advanced machine learning algorithms might sound impressive in a pitch deck.

But to prospects, it sounds like: “Blah blah blah… expensive… complicated… not for me.”

What buyers want to know is:

• Will this save me time?
• Will this make me money?
• Will this solve my problem?
• How fast will I see results?

The shift that changes everything? 

Leading with outcomes.

Instead of saying “Our AI has a database of 700M leads”, say “We help you identify high-intent prospects so you can book 1-3 meetings per 100 leads.”

How you can apply this

Here’s how you can apply this insight to your sales outreach:

• Lead with impact – Start with the result. Then (if needed) explain the tech that powers it.
• Translate features into business value – If you can’t explain what it helps someone do better or faster, it won’t convert.
• Make outcomes specific and fast – Customers want clarity, not complexity. Show them what changes, and how soon.

Simplify your connection strategy

Many people overthink the LinkedIn connection request. And it could be hurting their results.

Yurii Veremchuk ditched the personalized request and actually increased his acceptance rate.

Instead of the personalized note, he just hit connect, because many notes are:

• “We share mutual connections…”
• “I’d love to add you to my network…”
• “Looking to connect with smart professionals like you…”

This is just generic copy-paste fluff.

And when someone accepts, it shows up as a DM anyways, making your “personal” message feel like an obligation.

Here’s what Yurii learned:

• No note = more accepts
• Mediocre notes = ignored
• Truly great notes = rare (and most people aren’t writing them)

Unless you’re writing great notes, skipping it may work better.

How you can apply this

Here’s how you can apply this insight to your sales outreach:

• Stop adding filler – If notes are generic, they add no value. And if they add no value, there’s no point using them.
• Don’t force personalization – Unless you’ve done real research and have something meaningful to say, skip the note.

Focus on what happens after the connection – Deals start in the follow-ups. Not in the connect button.