This week we’ve made a slight change to the newsletter, with a fresh name, Voice of Authority. Attention X works with business leaders to turn their expertise into authority so they can reap the benefits of being a Voice of Authority within their niche. THat’s why this titles felt like a better fit and we’ll going with this for all future editions.

Today’s edition focuses on Positioning and Audience. Video and podcasting are powerful drivers for building authority, optimising your reach and measuring impact. Welcome to this edition — a short, practical chunk of content to help you get started. Today we’re covering the single most important step: defining your positioning and your audience. Get this right and everything that follows becomes a lot easier.

Why this matters (quickly)

Positioning and audience are the roots of your podcast. If you’re vague about who you’re talking to and what you stand for, your episodes will drift and listeners won’t know why they should stick around. Sharp positioning makes decisions simple: topics, guests, format, promotion — all fall into place. It also attracts the right, smaller-but-engaged audience who are far more likely to become clients.

The Authority Triangle (three things to align)

1. Positioning — who is the show for and what outcome does it deliver?
2. Proof — why should people trust you? (experience, case studies, frameworks)
3. Personality — what makes you memorable and relatable?

When those three line up, you don’t just publish content — you plant a flag in your sector.

Seven-minute practical checklist (do this this week)

1. Write a one-sentence positioning statement.
2. Identify three core problems your audience faces.
3. Pick the right host.
4. Build a listener avatar.
5. Interview three clients or prospects.
6. Define what a “fan” looks like for your business.
7. Audit your outward presence.

Mini exercise

Draft your one-sentence positioning statement, then share it with two people who match your listener avatar. Ask: “Does this sound like it’s for you?” Iterate until their answer is an enthusiastic yes.

What to avoid

• Don’t try to serve everyone — vagueness kills momentum.

• Don’t copy a competitor’s shelf — occupy your own.

• Don’t make it all about you — the listener must see themselves in every episode.

Tell me your one-sentence positioning statement in the comments and I’ll suggest three episode ideas you can record next week.

Next week

We’ll move on to episode structure, length and the repeatable segments that make your show recognisable.

Thank you for reading — this newsletter is designed to deliver practical steps you can action straight away. If it helped, please subscribe and let me know in the comments which video marketing or podcasting-for-business topics you’d like covered next. Your suggestions shape future editions.

🎥 We help business leaders create world-class video and podcasts that build authority and drive business.

📩 Email: al@attnx.co.uk

🌐 Visit: www.ATTNX.co.uk

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