AI Agents
Module 12Lesson 2

Lesson 2. Positioning: Who You Are and For Whom

Hands-on: n8n

Lesson 2. Positioning: Who You Are and For Whom#

Goal: define your target audience and how you position yourself.

What Is Positioning#

Positioning is the answer to these questions:

  • Who are you?
  • What do you do?
  • For whom?
  • How are you different from others?

Example of poor positioning:
"I make AI agents for everyone who needs them."

Example of good positioning:
"I create lead qualification bots for B2B companies that want to automate sales and increase conversion by 30%."

Positioning Formula#

I help [whom] [do what] with [how].

Examples:

  • "I help online stores automate customer support with AI bots that answer 80% of questions without an operator."
  • "I help realtors qualify leads with AI agents that ask the right questions and hand ready clients to the manager."
  • "I help HR specialists automate initial candidate screening with AI assistants that conduct screening interviews."

Choosing a Niche#

Niche is a narrow target audience for whom you create specialized solutions.

Why niche matters:

  • easier to sell (you speak the client's language, understand their pain)
  • higher prices (specialists charge more than generalists)
  • less competition (you compete only in your niche, not with everyone)

Example niches:

  • E-commerce: support bots, recommendation agents, returns automation
  • B2B sales: lead qualification, email sequence automation, CRM integrations
  • HR: screening automation, candidate chatbots, onboarding assistants
  • Real estate: buyer qualification, showings automation, segment-based outreach
  • Education: AI tutors, application automation, student support

How to choose a niche:

  1. Experience: what field have you worked in before (easier to understand client needs)
  2. Interest: what topic interests you (easier to dive in, create content)
  3. Demand: are there clients in this niche willing to pay
  4. Competition: is there too much competition (if yes → choose a sub-niche)

Example: instead of "AI agents for e-commerce" → "AI bots for online clothing stores with turnover from 5 million rubles per month."

Unique Selling Proposition (USP)#

USP is what makes you different from competitors.

Example USPs:

  • "Launch the agent in 3 days (competitors — 2 weeks)"
  • "Guarantee 20% conversion increase or money back"
  • "No upfront payment — pay only after testing the agent"
  • "Specialize only in B2B companies (understand complex sales specifics)"

USP formula:

I [do what] for [whom] to [result], unlike competitors who [what competitors do].

Example:
"I create lead qualification bots for B2B companies to increase conversion by 30%, unlike competitors who make generic bots without considering B2B sales specifics."