What is “Service Positioning” in B2B and B2C?

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Service positioning means how you present your service to your ideal customer in a way that makes them feel:

“Yes, this is exactly what I need!”

You’re not just telling what your service is you’re telling why it’s useful for them at their current stage of struggle.

Why is ad copy wording important?

Because your wording creates the perception of your service.

  • If you focus on features like “low price,” “10 years warranty”, it won’t work for B2B.
  • B2B clients care more about:
    “How will this solve my problem?”
    “Will this help me make/save more money or time?”

So your copy (words in ads, captions, website, etc.) must speak to the problem they’re facing right now, and show how your service is the solution.

Step-by-Step: What You Need to Do Before Writing Ad Copy

  1. Understand Your Audience’s Current Problem (Stage of Struggle)
    Think like your client. What are they going through right now? Example:
    • A small business owner might be struggling to get new leads.
    • A startup founder may need a strong online presence but has no time.
  2. Identify How Your Service Solves That Specific Problem
    Now think: how exactly does your service help in that situation? Example:
    • You run Meta ads that generate leads automatically.
    • You offer website + automation to save the founder’s time.
  3. Avoid Generic Features in Your Positioning
    Don’t sell your service by saying:
    • “Low cost”
    • “24/7 support”
    • “10 years warranty”
    ➤ Instead, say:
    • “We helped a business turn ₹27K investment into ₹5 lakhs revenue in 30 days.”
    This creates trust and interest.

The Winning Formula for Ad Copy:

Problem – Promise – CTA

  1. Problem
    Start by showing you understand their pain. “Still not getting leads even after running ads?”
  2. Promise
    Show how you solve it. “We helped our last client generate ₹5L revenue with just ₹27K budget.”
  3. CTA (Call to Action)
    Tell them what to do next. “Want the same results? Type ‘product position’ in comments and I’ll DM you.”

Example (for a Freelance Marketer)

Bad: “Affordable social media services. DM now.” Good: “Struggling to get leads from Instagram?
We helped a local brand get 1,000+ inquiries in 14 days using just 3 reels.
Comment ‘Growth’ and I’ll explain how it can work for your business too.”

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