Positioning and messaging guide
We read what your business already says, look at the alternatives your customers compare you with, and write the positioning and messaging your site, ads and sales emails can all use.
What you get
Who you are for, why you are different and the exact words to say it, in one usable guide. Best for: businesses whose team describes them differently depending on who you ask.
Positioning statement
Ideal customer profile
Three messaging pillars
Headline and taglines
Tone of voice notes
One-page summary
How it runs
What we need from you
No meetings. A written brief and a few links or files.
What the brief asks for
- Your website, sales deck or recent emails
- Up to 3 competitors or alternatives
- Answers to our brief about customers and offer
Is this right for you?
It is worth checking before you pay. If you are in the second column, email us and we will suggest something that fits better.
- Your homepage could describe any business in your category
- You are launching a new offer or entering a new market
- Someone senior can approve the result
- You need a new logo or visual identity
- Nobody can decide who the customer is
What it costs
$297 USD, paid once. No subscription, no hourly billing and no extra charge for the revision rounds listed above.
Not included:
- Logo or visual identity design
- Rewriting your full website
It is also part of the Brand Foundations bundle ($497 for 3 deliverables) and the Launch Ready bundle ($797 for 5 deliverables).
Want to see the format first? Read the positioning guide for a refill cleaning brand, written for a fictional brand.
Full refund within 7 days of payment, for any reason. See the Refund Policy and Delivery Policy.
Not sure this is the right one?
Email us two sentences about the problem. We reply within 2 business days with the deliverable that fits, or tell you honestly that none of ours does.
Common questions
About the Positioning & Messaging Guide.
We email your brief form within 1 business day of payment. The 7 business days to your first draft count from the day we receive your complete brief and anything it asks for.
One consolidated list of comments on a draft, sent in one email. We send the revised version within 3 business days. Comments that change the brief itself, such as a different product or market, count as new work.
It is part of the Brand Foundations and Launch Ready bundles, which cost less than ordering the same deliverables one by one.
Yes. Once your order is paid and delivered, the document is yours to use, edit and share inside your business.