You are right about that, and the article doesn't address it.
I think the general idea is still correct. For example, even if the next 200 leads are 50% or even 100% more expensive, that's often still considered a win.
I think you do yourself a disservice here. The article is precisely about the positioning as being more valuable despite being the same. Leaving the user to connect those dots is still a weaker positioning.
It can be hard to select which is strongest. E.g. with DemoTime we could say that getting a video professional to edit your sales meeting into a highlight reel costs 100x as much.
But perhaps even more impactful is the additional demo-to-deal conversion rate that comes from people re-engaging, watching the highlights, and sharing with their boss.
It sounds hard to choose between these two. That's because they're already strong and concrete positioning.
I think some general advice is to pay close attention to the expression on buyers face as you mention. Then ask questions to set up the positioning.
The article doesn't touch on the bigger positioning mistakes (meaningless intangibles). Similar to the above both positionings were already better than average as they're quantified and concise. So actually it's a major improvement on something already quite strong.
It can be hard to select which is strongest. E.g. with DemoTime we could say that getting a video professional to edit your sales meeting into a highlight reel costs 100x as much.
But perhaps even more impactful is the additional demo-to-deal conversion rate that comes from people re-engaging, watching the highlights, and sharing with their boss.
It sounds hard to choose between these two. That's because they're already strong and concrete positioning.
I think some general advice is to pay close attention to the expression on buyers face as you mention. Then ask questions to set up the positioning.
The article doesn't touch on the bigger positioning mistakes (meaningless intangibles). Similar to the above both positionings were already better than average as they're quantified and concise. So actually it's a major improvement on something already quite strong.