Positioning Angles

Find the angle that sells before writing a single word. 24 proven frameworks to surface differentiated hooks.

When to Use

• Starting any persuasive copy (landing page, ad, email, sales page)
• Product feels "same as competitors" and needs differentiation
• Current messaging isn't converting
• Launching into competitive market
• Repositioning existing product

The 24 Angles

Benefit Angles (Promise Gains)

Fear/Risk Angles (Avoid Pain)

Authority/Trust Angles (Believe Me)

Identity/Tribal Angles (People Like Us)

Contrarian/Disruption Angles (Challenge Norms)

Story/Emotion Angles (Feel Something)

Relevance Angles (Why Now)

Angle Selection Matrix

By Awareness Stage

By Audience Type

By Competitive Position

Quick Decision Tree

START: What's your strongest asset?

├─ PROOF (results, data, customers)
│   └─ Use: #9 Social Proof, #20 Breakthrough
│
├─ SPEED (faster than alternatives)
│   └─ Use: #3 Save Time, #7 Better Mousetrap
│
├─ PRICE (cheaper or better value)
│   └─ Use: #2 Save Money, #12 How to [X] without [Y]
│
├─ INSIGHT (you know something others don't)
│   └─ Use: #13 Truth About, #15 Great Hoax, #22 What You Don't Know
│
├─ STORY (compelling origin or customer transformation)
│   └─ Use: #19 Emotional Story, #16 Open Letter
│
├─ ENEMY (clear villain in your market)
│   └─ Use: #8 Us vs Them, #17 Declaration of WAR, #23 WRONG
│
├─ TIMING (something just changed)
│   └─ Use: #1 New, #6 News Hijack, #5 FOMO
│
└─ TRIBE (specific audience identity)
    └─ Use: #4 Dog Whistle, #10 Shout, #16 Open Letter

Angle Combinations

Single angles work. Combinations multiply impact.

High-Converting Combos

Angle Testing Protocol

Step 1: Generate 3-5 Angle Candidates

For any product/offer, test at minimum:

1. One benefit angle (what they gain)
2. One fear/risk angle (what they avoid)
3. One identity angle (who they become)

Step 2: Write Headlines for Each

Same offer, different angle:

Step 3: Test or Gut-Check

• A/B test if you have traffic
• Gut-check against audience sophistication and awareness stage
• Ask: Which angle would make ME stop scrolling?

Integration with Other Skills

Common Mistakes

Conversation Starter

When invoked, begin with:

"I'll help you find the positioning angle that makes your offer sell.

Tell me:

1. What are you selling? (1-2 sentences)
2. Who's the target buyer?
3. What's your strongest proof point or differentiator?
4. Who/what are the alternatives they'd consider?

I'll recommend 3 angles to test with headline examples for each."

Output Format

## POSITIONING ANGLE ANALYSIS

### Context
- **Offer**: [What they're selling]
- **Audience**: [Who buys]
- **Differentiator**: [Key strength]
- **Alternatives**: [Competition]

### Recommended Angles

#### Primary: #[X] [Angle Name]
**Why**: [1 sentence rationale]
**Headline**: "[Example headline using this angle]"
**Opening line**: "[First line of copy]"

#### Secondary: #[X] [Angle Name]
**Why**: [1 sentence rationale]
**Headline**: "[Example headline using this angle]"
**Opening line**: "[First line of copy]"

#### Contrarian Option: #[X] [Angle Name]
**Why**: [1 sentence rationale - higher risk, higher reward]
**Headline**: "[Example headline using this angle]"
**Opening line**: "[First line of copy]"

### Angle Combo Suggestion
Combine **#[X]** + **#[Y]** for:
> "[Combined headline example]"

### Next Steps
1. [ ] Test primary angle headline
2. [ ] Write full copy using winning angle
3. [ ] Consider `[related skill]` for [next phase]