Elina jutelyte - 11 MARCH 2026
Positioning for consultants
I’m obsessed with positioning for freelancers.
It’s one of those topics that is not only overlooked, it’s barely even mentioned. And whenever it mentioned, it definitelly lacks details and proper frameworks.
And yet, positioning isn’t just a marketing detail.
It’s the foundation of your entire marketing machine.
Recently, I was having a discussion about whether the term positioning is even widely understood among freelancers. Not everyone comes from a marketing background, so I’m genuinely curious:
What does positioning mean to you?
Just hit reply and share your thoughts, I’d be massively grateful.
After creating the 8Ps of Marketing course (which, in many ways, is really a 100% positioning course), I started digging deeper into the subject and watch what others are saying on the subject.
What I discovered doesn't surprise me: nobody seems to have covered positioning for freelancers in a truly comprehensive way.
And when nobody has done it properly…well, that usually means there’s space on the shelf for a new book.
(Spoiler alert, wink-wink)
A simple way to assess someone’s positioning is with a quick mental test:
Think of solopreneurs or freelancers you know.
Can you instantly answer:
While positioning has 8 components that together shape your brand, some of them are crucial for the first impression: Product, People, Physical Evidence, and Price.
Think of it this way: you judge a car by how it looks before you check under the hood (well, I won't even look under the hood to be honest, ha-ha).
Then comes the price, which either supports the positioning or not.
We explored this effect of pricing on positioning in depth during last year’s Pricing Forum.
(The recording is available in the Academy.)
But here’s the catch: I know freelancers who have a strong Product, People, Physical Evidence, yet they still feel stuck. Why? Because Process, Place, and Promotion are missing from their system.
They keep thinking they haven’t figured out their niche, when really, their are missing the other critical ellements in their system. They simply do not sell themselves enough!
Or the extreme case: a consultant who’s a marketing genius, a sales powerhouse… but their service itself is weak (Performance).
No amount of brilliant positioning will save them for long.
This is where traditional marketing books fall short. They often study commercial products and teach you how to dominate by tweaking quadrants, even suggesting positioning as a low-quality, low-price option (think Ryanair).
For a freelancer?
That’s a fast track to closing shop.
Regards,
Elina
It’s one of those topics that is not only overlooked, it’s barely even mentioned. And whenever it mentioned, it definitelly lacks details and proper frameworks.
And yet, positioning isn’t just a marketing detail.
It’s the foundation of your entire marketing machine.
Recently, I was having a discussion about whether the term positioning is even widely understood among freelancers. Not everyone comes from a marketing background, so I’m genuinely curious:
What does positioning mean to you?
Just hit reply and share your thoughts, I’d be massively grateful.
After creating the 8Ps of Marketing course (which, in many ways, is really a 100% positioning course), I started digging deeper into the subject and watch what others are saying on the subject.
What I discovered doesn't surprise me: nobody seems to have covered positioning for freelancers in a truly comprehensive way.
And when nobody has done it properly…well, that usually means there’s space on the shelf for a new book.
(Spoiler alert, wink-wink)
A simple way to assess someone’s positioning is with a quick mental test:
Think of solopreneurs or freelancers you know.
Can you instantly answer:
- What they do?
- Who they serve?
- Can you be confident about the quality they deliver?
While positioning has 8 components that together shape your brand, some of them are crucial for the first impression: Product, People, Physical Evidence, and Price.
Think of it this way: you judge a car by how it looks before you check under the hood (well, I won't even look under the hood to be honest, ha-ha).
Then comes the price, which either supports the positioning or not.
We explored this effect of pricing on positioning in depth during last year’s Pricing Forum.
(The recording is available in the Academy.)
But here’s the catch: I know freelancers who have a strong Product, People, Physical Evidence, yet they still feel stuck. Why? Because Process, Place, and Promotion are missing from their system.
They keep thinking they haven’t figured out their niche, when really, their are missing the other critical ellements in their system. They simply do not sell themselves enough!
Or the extreme case: a consultant who’s a marketing genius, a sales powerhouse… but their service itself is weak (Performance).
No amount of brilliant positioning will save them for long.
This is where traditional marketing books fall short. They often study commercial products and teach you how to dominate by tweaking quadrants, even suggesting positioning as a low-quality, low-price option (think Ryanair).
For a freelancer?
That’s a fast track to closing shop.
Regards,
Elina