INTELLIGENCE BRIEF:
Most businesses try to be known for everything equally - the full range of products or services, customer experience, personal delivery model, and their brand values. But when you try to make everything stand out, nothing stands out. 

 

Your brand becomes easily forgettable. 

 

Micro-positioning is the opposite strategy - it's becoming known for one unforgettable idea or product. And when your business becomes the default solution for a specific need, you don't just gain visibility, you trigger automatic word-of-mouth influence.
 

You're not just a “coach”, “bakery”, “designer”, or “lawyer”, but something ultra-specific that plants a mental trigger. 

 

Things like:

This isn't branding fluff - it's smart strategy that speaks to your audience's needs or desires. People love to offer advice, connections, and solutions. Once your brand is known for something specific, you're far more likely to be recommended.
 

YOUR MOVE:
Craft a signature idea that becomes your calling card - something clients, peers, or press can't help but associate with your name.

 

 

Choose Your Angle. Get as detailed as possible. E.g., Not “I do PR”, but “I'm the PR strategist female athletes call when the press gets hostile.”

 

Make It Sticky. Use vivid and clear language, insider terms, or powerful contradictions. For example: "The Eveline Agency is the first intelligence and strategy firm exclusively for women-owned businesses."

 

Test for Echo. Share it a few times. Does anyone repeat it back during introductions, for example? If not, sharpen it. Make it shorter, more compelling, and easily repeatable.

 

Seed It Strategically. Repeat it in bios, proposals, podcast interviews, articles, etc. You're not just promoting, you're programming how people see your brand.

 

Upgrade as You Rise. As you grow, evolve your positioning to match your new tier. It will likely become more specific, too. E.g., “The pricing strategist companies call when they want to increase profits by 25% without adding a single new client."
 

Micro-positioning works because the brain files sharp ideas faster than broad ones. It eliminates ambiguity by giving people something to say about you - and an easy way to remember your brand.

 

Be known for one unforgettable thing - and you won't have to chase attention.

Thursday’s Memo: The Strategy of Asymmetric Advantage.
 

In business, asymmetric advantage means beating bigger and more established competitors - by being sharper, faster, more creative, and/or harder to copy. It's how you build relevance without scale. 

 

PS. We work directly with a small number of clients each year, but our mission is much larger than that. 

The Midnight Memos exist to arm intelligent and ambitious women everywhere with the tools to build unstoppable businesses and careers. Because the world needs more women in positions of real power.

 

If a woman comes to mind while reading this, please forward the memo to her. That's how real power spreads - from one smart woman to another.

 

If this was sent to you, click here to join the list.