When most people start freelancing or building a service business, they carry one big hope: “Eventually, I’ll earn more per hour than I ever did in my 9-to-5.” It’s a good goal—and totally possible. But in reality, the freelance market is brutally crowded. And with AI tools pushing prices even lower, being “good at what you do” just isn’t enough.
The Harsh Truth About General Positioning
Let’s say you describe yourself as a:
• Graphic designer
• Copywriter
• Web developer
These are great skills.
But if that’s all you say, you’ll immediately be in a pool of thousands—maybe millions—of people offering the same service. And guess what? There’s always someone around the corner ready to do it cheaper. And thanks to platforms and AI? They’re eager to undercut you. So how do you compete without joining a race to the bottom?
Let me introduce you to one of the simplest, most effective strategies I’ve used and seen: two-axis positioning.
What Is Two-Axis Positioning?
It’s the idea of defining your offering based on two distinct attributes, not just one. Let’s take a generic example:
“Web developer.” Too vague. Too broad. Endless competition. Now try this: “Web developer for local businesses.” Better! That’s your second axis—target audience. Even more specific? “Web developer for dental clinics in Texas.” Now you’re not just a web developer. You’re the web developer for a certain kind of client. The narrower your focus, the higher your perceived value—because clients feel like you “get” them.
Why It Works
- Less competition: Fewer people serve your specific combo of audience + service.
- Higher pricing power: Niche providers are seen as specialists, not generalists.
- Better word-of-mouth: Happy clients refer you to similar ones—they all know each other.
- Clear marketing: Your message becomes sharper. You don’t have to be everything to everyone.
You Can Choose Any Second Axis
That’s the beauty of it. Your second axis can be:
- An industry (fitness, e-commerce, healthcare)
- A location (your city, state, or country)
- A business model (startups, solopreneurs, NGOs)
- A tech stack or method (Webflow, Shopify, Notion)
- A goal (conversion-focused copywriter, rebranding specialist)
And the first axis? That’s your core skill—design, law, dev, writing, coaching, etc.
Think of it as: “I do X, specifically for Y.”
How I’ve Seen This Change Freelance Careers
I’ve worked with people who were stuck charging $15/hour. Once they picked a niche and refined their positioning, they doubled or tripled their rates—without adding more skills. Just more clarity. This is not branding fluff. This helps you build your strategy and navigate the AI age.