Think · The work that decides what everything else says
Positioning & Messaging
One story, told the same way by everybody who sells for you, and sharp enough that somebody could disagree with it.
Who this is for
A company where three people describe the business three different ways. Where the website, the sales deck and the founder’s LinkedIn are arguing with each other, and where the honest answer to “what makes you different” is a list of things every competitor also claims.
It is the highest-leverage thing on the price list, because everything downstream is built from it. A site, a campaign, a guide and an outbound sequence written off vague positioning will all be vague, and you will pay to rebuild them.
What you get
- A category definition: what you are, in terms your buyer already understands
- A positioning statement that a competitor could not credibly copy and paste
- A messaging matrix by segment and by buying stage, so the right thing is said at the right moment
- Proof points mapped to claims, so nothing is asserted without something behind it
- Objection handling: the five things that stop deals, and what to say
- Voice and language rules, including the words you never use again
How it works
- Positioning session. Your view, your team’s view, and where they differ
- Category and positioning drafted. Competitor language mapped so we can avoid it
- Messaging matrix, proof points, objection handling
- Voice rules. Presented, argued with, revised
What we need from you
- A real opinion. The session only works if you are willing to rule things out, and to say something a competitor would not
- Your sellers in the room for the first session
- Proof. Numbers, named clients, results. Claims without proof get cut, and it is better you supply them than we go looking
- Willingness to lose some customers on paper. Choosing who you are for means choosing who you are not for
What this is not
- Not a tagline exercise. A line may come out of it. That is a by-product, not the deliverable.
- Not research. This assumes you know who your buyers are. If you do not, Market & Audience Research comes first, and doing this without it is guesswork with better formatting.
- Not a brand identity. No logos, no colours. This is what you say, not how it looks.
- Not useful if nothing changes afterwards. The matrix is worth nothing in a drawer.
Price and terms
£4,800. Half on signature, half on delivery. Includes one round of substantive revision after the presentation.
Also in Think
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Market & Audience Research
Who actually buys, why, and where the demand already is. Written down, argued from evidence, and useful for years rather than weeks.
£4,000
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Foundations Bundle
Both foundations run as one piece of work: who buys and why, and exactly what to say to them. Delivered as a single document the whole business can work from.
£7,500
Fifteen minutes. No deck.
Tell me what your marketing is supposed to be doing and what it is actually doing. If those two things match, I will say so and you can have your afternoon back.
Book a 15-minute call