Understanding How to Position Yourself to the Right Audience

When I was preparing for my convocation in 2024, I wanted everything to be right especially what I wore.

So I ordered an outfit online.

This was something I was used to. I had relied on online vendors for a long time, partly because I wasn’t always familiar with my environment, and partly because it was convenient.

But this time, it didn’t go as planned.

The delivery didn’t come on time.

And just like that, I had to rush and find another outfit just a few hours before the ceremony.

Now, delays can happen in business. That’s understandable.

But some delays are not just mistakes; they are signs of poor systems or lack of seriousness.

That moment stayed with me.

Not just because of the inconvenience, but because it revealed something deeper.

 

The Problem Isn’t Always Competence

Over time, I began to notice something.

There are people who are very good at what they do.

Skilled. Trained. Capable.

Yet, they struggle to attract the kind of customers they deserve.

And that’s when it became clear:

Being good is not always enough.

A lot of people assume that once they improve their skills, customers will naturally find them.

So they:

• take courses
• learn new things
• improve their craft

…and then wait.

But the market doesn’t reward hidden talent.

It rewards visible value.

 

Why Many Skilled People Stay Invisible

This is where the real issue lies.

We were taught how to become competent.

But we were not properly taught how to be seen.

Many people:

• wait until they feel “ready”
• want everything to be perfect
• believe their work will speak for itself

But in reality, the market is noisy.

If you don’t show up, you get ignored not because you’re not good, but because you’re not visible.

 

When This Became Personal

I didn’t fully understand this until I experienced it myself.

After completing my own training, I believed that excellence alone would bring results.

I thought:

“If I’m good enough, people will notice.”

But that didn’t happen.

For a long time, I stayed in that space; improving quietly, but not being seen.

That was when I realized something important:

Competence and visibility are two different skill sets.

And both are required.

 

Passive vs Active Marketing

At some point, I began to define two approaches in simple terms:

Passive Marketing

This is when you:

• improve your skill
• build your product
• set things up

…and wait for customers to come.

Active Marketing

This is when you:

• do everything above
• but also go out to reach people
• position yourself in front of the right audience

One is hopeful.

The other is intentional.

And the difference in results is clear.

 

Why Visibility Feels Difficult

Many people resist visibility.

Not because they don’t understand it, but because it requires:

• consistency
• effort
• patience
• stepping outside comfort

I’ve worked with people who struggle with this.

Some believe that having a website or social media page is enough.

But visibility is not about having a presence.

It’s about being actively seen.

 

What Changed Everything for Me

Once I understood the problem, I made a shift.

I started taking visibility seriously.

And a few things became clear:

1. Define Your Target Clearly

You need to know:

• what success looks like for you
• who can help you achieve it

2. Show Up Where They Are

Different platforms serve different purposes:

• LinkedIn → professional / service-based
• Instagram / Facebook → product / lifestyle

You don’t need to be everywhere.

You just need to be in the right place.

 

Give Value Before Expecting Results

One of the biggest lessons:

People trust what helps them.

Before people pay you, they must believe you can help them.

That belief comes from:

• what you share
• how you think
• how consistently you show up

Even with ads, the same rule applies.

Ads should not feel like pressure.

They should feel like:

• information
• insight
• value

Especially at the beginning.

 

Don’t Avoid the Hard Part

Visibility is not always comfortable.

You will:

• reach out to people
• face rejection
• hear “no”

But rejection is not personal.

It simply means: the offer was not accepted

Not that you are not good enough.

Visibility Creates Opportunity

There’s a simple truth:

-No visibility = no opportunities
– No opportunities = no growth

Your work needs to be seen to be valued.

 

Positioning Changes Everything

The same product can be:

• cheap in one place
• premium in another

The difference is not always the product.

It is positioning.

Where you show up.

How you present yourself.

Who sees you.

 

Final Thought

There are many competent people who remain unseen.

And there are many less skilled people who succeed because they understand visibility.

That gap is not about talent.

It is about positioning.

If you are good at what you do, don’t stop there.

Make sure the right people can actually see it.

 

Let’s Talk

Have you experienced this before?

Or are you currently in a place where you’re good at what you do, but not getting the results you expect?

I’d like to hear your thoughts.

And if this gave you something to think about, stay connected or join me linkedln. 

I share practical insights on marketing, visibility, and building your business the right way.