Segments and jobs
Who buys, in what situation, what they compare and what they are wary of: the job, the triggers and the barriers.
WHY THEY CHOOSE YOU AND NOT THE LOOKALIKES/
brand positioning and offer
I put into words who you are for, how you differ and what proves it: segments, a promise, arguments and ready phrasings for the site, social media and sales.
Price$730Timeline: agreed in the proposal
Who it's forFor experts and companies who get compared on price because everything else about them sounds the same
WHAT PEOPLE COME WITH
your service description would fit any competitor, so the choice comes down to price. every time someone asks what makes you better, the answer has to be improvised again, and differently.
Who it's for
For experts and companies who get compared on price because everything else about them sounds the same
this is usually where it hurts most
WHAT'S INCLUDED
work in stages, not one big «we're doing something»
Market and competitors
What others actually promise, how they back it up and which places in that picture are still free.
Promise and differentiation
A positioning statement that survives comparison and does not fall apart the moment someone asks for proof.
Evidence
What backs the promise: artefacts of the work, numbers, process, published terms and the limits of responsibility.
Offer and service line
How the promise turns into services, packages and a price a customer can understand before the call.
Personal brand
For experts: the subject, the stance, the formats of presence and the things not worth talking about.
WHAT YOU GET
documents you can actually work from
- A map of segments and messages
- A positioning statement
- An offer and the structure of the service line
- A bank of phrasings and answers to objections
- Recommendations for the first screen of the site
PRICE AND TIMELINE
$730
agreed in the proposal
Market, demand, audience and competitor analysis is $580. Together with positioning it forms the research block that comes before a full digital strategy from $1,450.
HOW THE WORK RUNS
- Interviews and inputs
- Market research
- Positioning hypotheses
- Stress test and choice
- Rollout into the texts
HONESTLY ABOUT CASES
the practice's first case is in progress right now
I don't paper over the absence of a public case with invented results. I show the process and will publish measurable findings once the project is finished and agreed with the client.
QUESTIONS
before the work starts
How is positioning different from strategy?
Positioning at $730 answers who you are for and how you differ. A full digital strategy from $1,450 adds channels, economics and priorities. Positioning is part of a strategy, but it can be done on its own.
Is this the same thing as branding?
No. Logos, identity, brand books and naming are not what I do. I work with meaning: to whom, what and why you promise, and how that is proved. Design then leans on this document instead of replacing it.
Does this suit an individual expert rather than a company?
Yes, there is a separate block for experts: the subject, the stance and the formats of presence. What matters here is not the number of services but a clear field of competence and evidence of practice.
What if there are no real differences?
That happens more often than people think. Then the difference sits next to the service: who you work for, how the process runs, what your terms and turnaround are, whether prices are published before an enquiry. And it is always checked against facts rather than invented in a meeting room.
How do I know the positioning works?
It passes three tests: a competitor cannot say the same thing about themselves, you can prove it, and the client repeats it back in their own words.
Will the site have to be rebuilt?
Not necessarily. Often the first screen, the service descriptions and the answers to objections are enough. If the structure of the site no longer matches the new service line, we discuss reworking the structure: a site map and SEO structure from $490.
request
let's discuss whether «brand positioning and offer» fits your situation
Describe the situation. I'll look at the inputs and suggest the shortest route to a result.
- 01I reply and clarify the inputs
- 02We run a short diagnosis
- 03You get a proposal with stages and a price