The Three M’s of Positioning
Differentiate an offer through its message, messenger, and medium.
- Difficulty
- Easy
- Time to result
- ~days to results
- Steps
- 4
- Confidence
- 98%
The Three M’s model separates positioning into message, messenger, and medium. The message is the central idea or promise communicated to the audience. Because competitors may use the same message, differentiation cannot depend on wording alone. The messenger adds personal experience, identity, credibility, tone, and perspective, changing who will trust or connect with the idea. The medium is the delivery format—such as writing, video, audio, or live teaching—and should capitalize on the messenger’s strengths and the audience’s habits. Rather than forcing a completely novel claim, the model asks businesses to create a distinctive combination. A familiar message can still stand out when delivered by the right person through a format that showcases that person effectively.
Origin
Extracted from The Jasmine Star Show during Jasmine Star’s coaching response to a nutritionist worried about standing out in a saturated holiday market.
Core principles
- 01A useful message does not need to be completely original.
- 02The messenger’s identity changes how a message is received.
- 03The medium can make familiar ideas distinctive.
- 04Differentiation emerges from the combination of all three elements.
How to run it
- 1
Clarify the Message
Reduce the idea to the specific problem, promise, or change the audience should associate with the business.
Pro tip Use the audience’s current seasonal concerns to make the message timely.
Watch out A broad message such as “get healthy” will be difficult to recognize or remember.
- 2
Define the Messenger Advantage
Identify the experiences, voice, values, or perspective that make this person uniquely credible or relatable.
Pro tip Ask who needs to hear the idea specifically from you.
Watch out Do not hide the messenger behind generic industry language.
- 3
Select the Medium
Choose the format that best expresses the messenger’s strengths and reaches the intended audience.
Pro tip Prefer writing if precision is the advantage and video if energy or demonstration carries the message.
Watch out Do not copy a competitor’s format when it suppresses your natural strengths.
- 4
Combine and Publish
Deliver the message through the chosen medium while making the messenger’s distinct perspective visible. Observe which combination attracts engagement and trust.
Pro tip Test the same message in two media before making a long-term commitment.
Watch out Do not evaluate differentiation by message originality alone.
In the wild
Two nutritionists may both advise people to prepare for holiday overeating. One could deliver empathetic written reflections based on family traditions, while another demonstrates practical meal strategies through energetic videos. The message overlaps, but the messenger and medium create different audience relationships.
→ Each nutritionist becomes recognizable without inventing an unsupported or artificial claim.
Common mistakes
Chasing a Completely Original Message
A business may abandon useful ideas simply because competitors discuss them too. Familiar messages can remain distinctive through the messenger and medium.
Choosing a Medium by Trend Alone
A popular format will not help if it conceals the creator’s strongest communication traits. Match the format to both capability and audience behavior.
Removing the Person From the Brand
Generic content eliminates the qualities that make the messenger valuable. Include experience, voice, and perspective in the delivery.
Is it for you?
Best for
It is best for creators, coaches, and service businesses positioning themselves in crowded markets.
Not ideal for
It is not ideal when the underlying offer lacks customer demand or meaningful value.
From the transcript
“So there are three M's to take into consideration when it comes to positioning your business during the holiday season.”
“The messenger is different.”
“the three M's, the message, the messenger, and the medium”
From the episode
Standing Out In A Saturated Market Over The Holidays