Prospects nod along but never convert
Your website sounds like every other vendor
You can’t explain your difference in under 30 seconds
Everyone on the team describes what you do differently
Value proposition framework built on buyer research
Messaging hierarchy - one story, every altitude
Differentiation statements that hold in competitive deals
Elevator pitch and talk tracks your team will actually use
Most messaging is written from the inside: what the team believes, worded nicely. Buyers don’t recognise themselves in it, so they nod politely and go quiet. We start from the outside instead, with the win/loss interviews and buyer research from the Understand stage. The words your buyers use when they describe their problem become the words on your homepage.
The core of it is a positioning workshop with your founder, product, sales and customer success in the room: mapping what you’re competing with (including “do nothing”, which takes 40% of lost deals), finding what you have that the alternatives don’t and keeping only the claims buyers have actually paid for. I’ve written the whole process up if you want to see the working.
Out the other side: a positioning document the whole company signs, a messaging hierarchy that tells one story at every altitude, from six-word headline to full pitch, and differentiation claims with evidence attached, so they hold up when a competitor is in the room.