Research & insight
Say what you do in a way the right customer instantly gets
Clear positioning and messaging that makes your value obvious in seconds, so the right people choose you and the rest stop wasting your time.
Gap: rivals outranking you on “injury lawyer”, fewer reviews than two of them.
Positioning is the decision about who you are for, what you do better than the alternatives, and why that matters to the person about to spend money. Messaging is how you say it, in the words your customer already uses. Get both right and your ads cost less, your pages convert more, and sales calls get shorter because the buyer arrives half-convinced.
Most providers write this from a workshop and a thesaurus. I build it from evidence: the language real buyers use in reviews and calls, the gaps your competitors leave open, and the few claims you can actually back up. The output is a clear, defensible way to describe your business that holds up everywhere, from a Google ad headline to the first line a salesperson says.
What you get
- A one-page positioning statement: who you are for, the alternative you beat, and the reason to believe it
- A messaging hierarchy with your core promise, three to five supporting points, and proof for each
- A swipe file of headlines, ad copy, and page sections written in your customers' own words
- An objection map that names the real reasons people hesitate and the line that answers each one
- A do-not-say list of vague claims and category clichés to cut from your current copy
- A short voice and tone guide so anyone writing for you sounds consistent
How I do it
- 01
Listen first
I read your reviews, sales notes, and support messages, and talk to a few real customers, to capture the exact words people use to describe the problem you solve.
- 02
Map the competitive field
I look at how the alternatives position themselves so we can find the angle they have left open instead of repeating what everyone else already claims.
- 03
Draft the position
I write a sharp positioning statement and test it against the evidence: is it true, is it specific, and would the right buyer actually care.
- 04
Build the messaging
I turn the position into headlines, page copy, and ad lines, each tied to a proof point, so the message is ready to use rather than left as theory.
- 05
Pressure-test and hand over
I check the new messaging against real objections and against where it will live, then give you a guide so it stays consistent as your team grows.
A few tools I’ve already built
Quick examples you can try right now, to show the kind of thing I make. When your business needs something specific, I build it custom.
An app outage on payday drove this week's complaints.
Brand Monitor & Weekly Brief
Watches what people say about a brand, reads the sentiment including slang, flags the spikes, and writes the weekly brief with what to do next.
yoursite.com
Same-day delivery in your city
+ 14 more headlines generated
Ad Copy Studio
Feed it a landing page and get a full set of search ad headlines and descriptions, sized to the character limits.
Sun's out, specials on. Tag a friend who needs this. #weekendvibes
Brand Voice Content Studio
Train it on a brand's past posts and it writes captions and short-video scripts in that voice, for any platform.
What it does for the business
You stop being one of many lookalike options and become the obvious choice for a specific kind of customer. In practice that means cheaper clicks, higher conversion on your pages, and faster sales, because the buyer understands the value without being talked into it. It also makes every other marketing pound work harder, since each channel now repeats one clear, true story.
The stack I use here
- Claude
- Google Ads
- Meta Ads
- GA4
- Looker Studio
- HubSpot
Common questions
A tagline is one line. This is the full argument for why someone should choose you, drawn from real customer language and a clear read of your competitors, then written into the headlines, page copy, and sales lines you use every day. You leave with words you can put to work, not a mood board.
No. Positioning is most valuable early, before you spend on ads and pages, because it decides what every pound says. If you are already running, I work from your existing customers and data, which usually surfaces a sharper angle than guessing from scratch.
Yes. Positioning sits upstream of everything. It pairs naturally with market and competitor research and audience mapping to sharpen who you are for, and it feeds directly into your landing pages, paid media, and SEO so every channel tells the same clear story.
Want this for your business?
Tell me where you want more customers. I read every message myself and come back to you, usually within a day.