When you need it
Positioning is the foundation of every marketing and sales decision. When it is fuzzy, everything downstream costs more and converts less. You probably need this work if:
- You struggle to explain what makes you different in one sentence.
- Prospects compare you on price because your value isn’t obvious.
- You’ve launched a new offer, entered a new market or raised funds.
- Sales, marketing and leadership describe the company in different words.
What you get
- A clear definition of your ideal customers and the people involved in the buying decision
- A competitive analysis: where you win, where you don’t, and why
- A positioning statement and a value proposition your team can repeat
- A messaging framework: core message, proof points and answers to common objections
- Key messages adapted to each buyer persona
- A one-page brief to align your website, sales deck and campaigns
How it works
- ResearchInterviews with your team and, ideally, a few customers, plus a review of competitors and your existing material.
- WorkshopA working session with leadership to make the real choices: who you’re for, and who you’re not for.
- FrameworkI write the positioning and messaging, then we test it with sales and refine it.
- Roll-outWe apply it where it matters most: homepage, sales deck and key campaigns.
Good to know: positioning work often comes first. It makes your marketing strategy and any go-to-market plan faster to build and easier to execute.
Questions about positioning & messaging
How long does a positioning project take?
A focused project runs over a few weeks: enough time to interview customers and make decisions, short enough to keep momentum. I give you a precise timeline in the proposal.
Do you also write the website copy?
I deliver the messaging framework and key messages. I can rewrite your most important pages myself or brief your copywriter or agency so they apply it correctly.
What is the difference between positioning and branding?
Positioning defines the place you want to own in your customers’ minds and why you deserve it. Branding expresses it visually and verbally. Positioning comes first, otherwise branding has nothing solid to express.