The Most Common Positioning Mistakes Solopreneurs Make (And How to Fix Them)

Imagine heading to your local gym to sign up - only to go inside and find it’s a bakery with rustic shelves of freshly cooked loaves and cakes. You’d be very confused and walk straight back out.

That’s what happens when your brand messaging doesn’t reflect what you actually do or who you're trying to attract. You might be putting in loads of effort, but if you're attracting the wrong people, or confusing the right ones, you’re missing valuable opportunities.

As a solopreneur,  everything rides on how clearly and confidently you show up. Your brand positioning , or how you define what you do, who it’s for, and why it matters is the foundation for everything from your website to your sales conversations. But getting it right isn’t always easy.

Here are some of the most common positioning mistakes solopreneurs make—and how you can avoid or fix them.

Trying to Speak to Everyone

When you're starting out, it can feel risky to narrow down your audience. You don’t want to miss out on potential sales and clients. But trying to appeal to everyone often means your message resonates with no one.

Solution: Get laser-focused on your ideal client. Think about who you actually want to work with and the specific problem you solve for them. The more specific your messaging, the more likely the right people will think, “This is exactly what I need.”

Focusing Too Much on What You Do and Not The Value to the Client

It’s easy to list your services or describe your process. But that’s not what your audience is buying. They’re buying an outcome - a solution to their problem or a transformation they want.

Solution: Reframe your messaging around the results and transformation you offer. Instead of saying “I offer copywriting services,” say “I help small business owners turn browsers into buyers with clear, persuasive copy.” Make it about them, not just you.

Using Industry Jargon or Vague Language

You might know exactly what “holistic coaching” or “transformational support” means, but does your audience? Fluffy or jargon-heavy language can confuse people, and confused people don’t buy.

Solution: Keep your messaging simple and clear. Use everyday language your ideal client would actually say. Test your messaging by explaining what you do to a friend outside your industry-if they don’t get it, simplify it.

Inconsistency Across Platforms

If your Instagram bio says one thing, your website another, and your LinkedIn something else entirely, it creates doubt. People need to see a consistent message to remember you—and trust you.

Solution: Audit your online presence. Check your bios, about pages, and content. Are you showing up with the same tone, language, and focus everywhere? Consistency builds credibility and makes your brand more memorable.

Forgetting to Show Personality

As a solopreneur, you are your brand. If your messaging is too bland or overly polished, it won’t reflect who you really are, and people connect with people, not just services.

Solution: Inject more of yourself into your content. Let your values, voice, and story shine through. Whether you're funny, thoughtful, straight-talking or warm, make sure that comes across in your messaging.

Getting your positioning right takes time, testing, and a bit of courage. But when you get it right, everything else becomes easier. Everything from your marketing to your content creation, even your sales conversations. You’ll attract the clients that are right for you and your services, feel more confident in your offers, and build a business that feels aligned with you.

Feeling a bit stuck with your brand message is something every solopreneur goes through. But I can help! I specialise in helping solopreneurs, coaches and consultants crystallise their brand positioning and sharpen their message so they can communicate their brand with ease, confidence and clarity.

Contact me now on michelle@wordswithimpact.co.uk or 07951 538838 to have a chat and see how I can help!