How To Position Your Agency
Summary
TLDRThe 'Grow with Clutch' webinar offers a six-step framework for agencies to develop a unique value proposition, stand out in the market, and attract ideal customers. Experts Greg Carter and Floran Dude guide service providers through understanding effective positioning, crafting messaging, and leveraging Clutch profiles to convert prospects into customers. Real-world examples and a hypothetical case study demonstrate how agencies can refine their focus and messaging to achieve consistent lead generation and shorter sales cycles.
Takeaways
- đ The webinar aims to help service providers develop a unique value proposition to stand out in a crowded market and attract ideal customers.
- đŻ The Clutch mission is to empower better business decisions as the leading marketplace of B2B service providers.
- đ The default agency positioning often leads to inconsistent lead generation, long sales cycles, and price-driven discussions, which can hurt margins and profitability.
- đ Effective positioning involves making your product or service stand out as different and better than alternatives, meeting criteria of clarity, difference, and specificity.
- đ To establish good positioning, understand what effective positioning is, craft messaging that resonates with your audience, and implement a six-step framework.
- đ„ Defining your target audience involves understanding demographics, psychographics, and firmographics to identify ideal clients and preferred types of clients.
- đ Analyze the competition to find positioning gaps, such as undersolved problems, underserved ICPs, and poor solutions, which can help you insert yourself into the market effectively.
- đ Evaluate your current position honestly by talking to current customers and prospects to understand how they perceive you, and establish your desired position accordingly.
- đ ïž Craft your unique program by focusing on how you can better serve your ICP, solve a specific problem, and communicate your point of view through a clear, concise, and memorable message.
- đ Use real-life examples and case studies, like the Avis 'We try harder' campaign, to illustrate the effectiveness of clear and focused positioning in the market.
- đ Avoid common pitfalls such as line extension trap, overcomplicating your positioning, and being too neutral, which can dilute your message and hinder your ability to attract the right kind of customers.
Q & A
What is the main purpose of the 'Grow with Clutch' webinar?
-The main purpose of the 'Grow with Clutch' webinar is to provide service providers with a framework to develop their unique value proposition, stand out in a crowded market, and attract their ideal customers.
Who are Greg Carter and Floran Dude, and what are their roles in the webinar?
-Greg Carter is the Director of Marketing at Clutch with over 10 years of experience in building marketing campaigns. Floran Dude is the Demand Generation Manager with experience in crafting messaging for hundreds of agencies. They are the presenters of the webinar, guiding the audience through the process of improving their positioning and messaging.
What is Clutch's mission in the B2B service provider marketplace?
-Clutch's mission is to empower better business decisions as the leading marketplace of B2B service providers.
What are the five common problems faced by the majority of agencies according to Floran Dude?
-The five common problems are inconsistent lead generation, long sales cycles, price discussions instead of value, lack of an ideal client definition, and intense competition leading to price comparison.
What does effective positioning mean in the context of the webinar?
-Effective positioning means making your product stand out in people's minds as different and better than alternatives. It must be clear, different, and specific to be memorable and stay top of mind with the right kind of people.
Can you provide an example of a company with strong positioning from the webinar?
-An example given is a software development company in the healthcare sector that specializes in digital health and wellness web, mobile, AR/VR solutions, making them an obvious choice for healthcare providers looking for such expertise.
What is the six-step framework for crafting effective positioning as discussed in the webinar?
-The six-step framework includes defining your target audience, analyzing the competition, evaluating your current position, establishing your desired position, crafting your unique program, and closing the messaging gap.
What is the importance of having a clear and concise message according to the webinar?
-A clear and concise message is important because it helps to express your value proposition in one sentence, making it easy for prospects to understand what you do, who you do it for, and what results they can expect.
What is the 'Mobile Rocket Program' mentioned in the script, and how does it serve as an example of good positioning?
-The 'Mobile Rocket Program' is a part of the example company 'Launchers', which focuses on building and launching scalable education mobile app MVPs for early-stage at-tech ventures in 30 days or less. It serves as an example of good positioning by being clear, specific, and memorable, and by addressing a specific audience's needs.
What are the three pitfalls to avoid when establishing your positioning according to the webinar?
-The three pitfalls to avoid are the line extension trap (trying to be too broadly positioned), over complicating your positioning (unable to explain it in one sentence), and being too neutral (not taking a clear stance or opinion in your messaging).
How does the webinar suggest handling the situation where an agency has a diverse client base across different industries?
-The webinar suggests creating separate brands for different verticals or customer profiles, allowing the agency to specialize and appear as a dedicated provider for each segment, even though they are part of the same larger agency.
Outlines
đ Introduction to Grow with Clutch Webinar
The webinar titled 'Grow with Clutch' introduces a six-step framework aimed at developing a unique value proposition for service providers to stand out in a crowded market. It targets a diverse audience, from those with established positioning to new entrants. The purpose is to enhance their Clutch profile and attract ideal customers. Greg Carter, a marketing director with over 10 years of experience, and Florian Dude, a demand generation manager, co-host the webinar. They discuss the importance of effective positioning and the negative impacts of the default approach most agencies take, such as inconsistent lead generation and long sales cycles. The session promises to address real-world positioning, provide examples from Clutch profiles, and offer a framework for crafting resonant messaging.
đ Understanding the Current Default Agency Positioning
This section delves into the default positioning of 99% of agencies, highlighting common problems such as inconsistent lead flow, lengthy sales cycles, and price-driven competition. The speakers emphasize the need for agencies to move away from a 'one-size-fits-all' approach to a unique positioning within their niche. They illustrate the benefits of having a clear ideal client profile and the importance of value discussions over price negotiations. The goal is to achieve a consistent lead generation and shorter sales cycles by attracting the right kind of customers and becoming the obvious choice for a specific service.
đ Crafting Unique Positioning and Messaging
The paragraph outlines the process of moving from the current default positioning to a unique and desirable one. It discusses the importance of clear, realistic, and memorable positioning that differentiates a product or service. Using real-life examples from Clutch, the speakers demonstrate the effectiveness of specific positioning in the healthcare sector. The paragraph also introduces the concept of 'actual positioning' versus 'desired positioning' and the importance of aligning the two through consistent messaging and strategy.
đŻ Defining Target Audience and Analyzing the Market
This section focuses on the first step of the six-step framework: defining the target audience by considering demographics, psychographics, and firmographics. It emphasizes the importance of understanding the ideal customer's needs and fears to create precise messaging. The paragraph also discusses analyzing the competitive landscape to identify positioning gaps and underserved markets, using the example of a hypothetical mobile app development agency called 'Launchers' to illustrate the process.
đ ïž Crafting a Unique Program and Positioning Strategy
The paragraph discusses the steps to establish a unique position by evaluating the current position, defining the desired position, and crafting a unique program. It uses the example of 'Launchers' to show how to create a program that matches the desired positioning, emphasizing the importance of a clear, easy-to-understand, and shareable offer. The paragraph also highlights the need to close the messaging gap to ensure the market perceives the company as intended.
đ The Six Characteristics of Effective Messaging
This section outlines the six characteristics that make messaging effective: clarity, audience focus, consistency, credibility, benefits orientation, and memorability. Each characteristic is explained with examples, such as Apple's 'Think Different' campaign and FedEx's overnight delivery promise. The importance of each trait in crafting a message that resonates with the audience and stands out in the market is emphasized.
đ Avoiding Common Positioning Traps
The paragraph warns against three common traps that can undermine effective positioning: the line extension trap, overcomplicating the message, and being too neutral. It advises against trying to be everything to everyone and stresses the importance of simplicity and having a clear stance in positioning. The paragraph provides strategies to avoid these pitfalls and maintain a strong, differentiated brand image.
đ€ Conclusion and Q&A on Positioning Strategy
The final paragraph wraps up the webinar by acknowledging the detailed framework provided and the examples shared. It addresses frequently asked questions about turning away business and how large agencies can implement the advice given. The speakers also discuss the importance of convincing stakeholders of the benefits of the positioning strategy through experiments and results. The paragraph concludes with an offer of positioning and messaging audits for participants and an invitation to apply for these spots.
Mindmap
Keywords
đĄUnique Value Proposition
đĄPositioning
đĄClutch
đĄIdea Client
đĄSales Cycle
đĄCompetition
đĄMessaging
đĄDesired Positioning
đĄAvis Example
đĄMobile App Development
đĄOutbound Positioning
Highlights
Introduction to the 'Grow with Clutch' webinar series, aimed at service providers to improve their Clutch profile and attract ideal customers.
Greg Carter and Floran Dude discuss the importance of a unique value proposition for standing out in a crowded market.
Understanding the default agency positioning and its impact on market perception.
The five common problems faced by agencies with default positioning, including inconsistent lead generation and long sales cycles.
The benefits of having a unique positioning in a niche, such as attracting the right kind of customers.
Effective positioning defined as being clear, different, and specific to make a product stand out.
Examples of strong positioning from real Clutch profiles in the healthcare sector.
The process of moving from actual to desired positioning in the market.
The six-step framework for crafting effective positioning and messaging.
Defining the target audience by answering questions about the type of client you can help the most and your preferred clients.
Analyzing the competition to find positioning gaps in the market.
Evaluating your current position and establishing your desired position through clear messaging.
Crafting a unique program that matches your positioning, such as Launchers' 'Rocket Program'.
Closing the messaging gap by aligning all marketing channels with your positioning.
Characteristics of good messaging, including clarity, audience focus, consistency, credibility, benefits orientation, and memorability.
The Avis example of leveraging current market perception to improve positioning.
Avoiding the line extension trap, overcomplicating, and being too neutral in positioning.
Strategies for large agencies with diverse clients, such as creating separate brands for different verticals.
Offer of 10 positioning and messaging audits for webinar participants to help refine their company's positioning.
Transcripts
hi and welcome to the grow with clutch
webinar make your agency irresistible a
six-step framework to develop your
unique value proposition stand out in a
crowded market and attract your ideal
customers the grow with clutch webinar
series was put together for all our
service provider Partners whether you
have well-defined positioning statements
or just getting started and for
providers in all different types of
verticals this series will provide you
guidance to improve your clutch profile
and the results you receive from it the
clutch mission is to empower Better
Business decisions as the leading
Marketplace of B2B service
providers my name is Greg Carter a
director of marketing here at clutch
with more than 10 years experience
building marketing campaigns that drive
results I'm joined here my my talented
colleague floran dude our demand
generation manager with experienced
crafting messaging for hundreds of
agencies and has performed countless
audits of our providers landing pages
with much of that feedback being geared
towards their positioning and messaging
and how it can be improved to convert
more prospects into
customers here's what you can expect
from joining today this webinar is
focused solely on positioning and the
process to better understand what that
means in the real world we'll Begin by
speaking to how many agencies position
themselves and how that default default
positioning affects how they are
perceived in the
marketplace then we'll cover what
effective positioning looks like with
examples from real clutch profiles but
then we'll get into the meat of the
topic how do I craft messaging that will
resonate with my audience we'll walk
through the six-step framework to how
you can Implement effective positioning
for your business last we'll cover
frequently asked questions we hear at
clutch before we get started I'd like to
ask you the audience a question after
improving your position
are you looking to reach more buyers and
clutch with an advertising
campaign with that I'll pass it to you
floran take it away all right so thanks
Greg I'm going to lead this webinar by
uh going over what is the current
default agency positioning and that's
unfortunately what 99% of agencies are
doing right now and I just want to set
the stage of what it is right now versus
where it could be in a couple months
just to show you that it's actually very
achievable to have a unique positioning
in your specific Niche so that you can
attract the right kind of customers to
your
agency so when you look at where 99% of
agencies stand right now they are facing
the five same problems they have in
consistent degeneration they have some
months where they are swamped with leads
they have some months where uh the
pipeline is completely empty they have
very long sale Cycles because the
customers are concerned about pricing
they have lots of price discussions lots
of back and forth they don't really have
an ideal client like when you ask them
who is your ideal client who do you
typically work with you get a variation
of we work for everyone and we do
everything for them um and the and as a
result because 99% of the agencies are
doing this you end up with a lot of
competition which gives Prospect a lot
of options to compare and so because
they compare they're going
to uh look at every single feature that
you provide and they're also going to
compare based on price and that's going
to hurt your margins that's going to
hurt your profitability and that's going
to hurt your process
overall now where you want to be is you
want to have a cons consistent
degeneration you want to be able to
attract to fill your pipeline with
qualified leads on a regular basis every
single month you also want to have
shorter sales Cycles like I don't think
anyone wants to spend three months
trying to close uh to close a deal
that's just not a good use of generation
and sales time uh that could be used for
other spanks you also want to have some
value discussions instead of price where
price is not really a factor people are
more concerned about what they're going
to get as a result of your service
rather than how much it's going to cost
uh you're going to work with only ideal
clients so if I ask you who do you work
with you have one very specific uh
client profile that you can uh share
with me and ultimately it's about being
the obvious choice to perform a specific
service to learn a specific program for
a specific kind of
client and so the bridge between where
you stand right now and where you should
where you want to be is positioning and
what we're going to see through this
webinar is that it's not actually that
complicated to have a unique positioning
if you follow the same process and so
the goal of this webinar is to share
with you this process in order to
establish high quality powerful
positioning so in order to establish
good quality positioning you first need
to know what effective positioning
is and so positioning it means making
your product stand out in people's minds
as different and better than
Alternatives so effective positioning it
meets free criteria it has to be clear
it has to be different and it has to be
specific to the point that it's very
easy for people who look at your
positioning to understand exactly
what you do who you do it for who you do
not do it for and what you don't do and
that's going to make you very memorable
and that's going to help you stay top of
mind with the right kind of
people so I'm going to share with you
two examples two real life examples from
uh service providers in clutch so both
are in the healthcare sector and both
are software developers and so you can
see here that but they have a strong
positioning because here they say we do
digital health and wellness web mobile
arvr we are software experts in the
fields of digital Health wellness and
fitness so that if I am a Healthcare
company and I'm looking for a software
developer my first feeling is these
people know what they're doing and they
can help me because they have experience
working with people like me however if I
am an education provider and I see this
um my first feeling is well these people
are not the right fit because they only
work with Healthcare company and that's
100% fine because as a service provider
you want to make sure that you attract
the customers that you want and that you
keep the customers that you don't want
away from use of that where you have a
very efficient Pipeline and you have
very efficient
operations same thing here I look at the
headline Healthcare software development
one of a few it companies globally with
focus and commitment to health healthare
software development that specializes in
creating digital Health Solutions
through premium IT services same thing
I'm a healthcare provider I look at this
I contact them right away because I'm
like okay I I need Healthcare specific
software these people have the highest
probability of meeting my requirements
and so they are the obvious choice as
far as I'm concerned if I am a
healthcare
provider this is where you want to be
you want to have the desired positioning
so this is where you have a very clear
idea of uh who you're going to Target
and how you're going to communicate with
them now the thing is right now
everybody has a positioning whether it's
deliberate or not everybody has a place
a position on the market in the minds of
the customers and that's the actual
positioning and the goal is going to be
to move your actual positioning so that
it ends up blending with your desired
positioning so let's say for example you
want to you're a software developer and
you want to position yourself as the um
the expert for uh Healthcare software
development then you want to move from
your actual positioning which might be
to be a generalist towards talking
specifically about Healthcare and
targeting specifically Healthcare
companies so that way the your actual
positioning and your desired positioning
end up merging and you do that for your
messaging now the messaging has to do
two things it has to be clear of course
because a confused Prospect never closes
and they not going to take the time to
understand but it also has to be
realistic which is why it's not a
overnight process it's a process that
takes time and that might take several
months or several years in order to
materialize and I'm going to give you an
example on the next
slide which is the Avis example so Avis
is a really big uh car rental company
here in the US uh and in the 1970s their
positioning the positioning that they
were trying to have where we are number
one we are the best um car rental
companies in the
US so that was their desired positioning
the problem was it was not realistic
because the market did not agree with
that positioning they said no you're not
number one Herz is number one you're
just
pretending but they still wanted to be
seen as that high quality kind of
Premium car rental experience so what
they did is that instead of saying we're
number one and kind of like living a pip
dream what they did is they acknowledged
their current positioning and they used
that current perception that people had
of them in order to crystallize their
Desir positioning which was us to be a
premium high quality provider and they
did that by saying we're just we're not
number one we're number two but we try
harder because we can't afford dirty
ashray we can't afford half empty gas
tanks we can't afford War wipers unwash
cars low tires or anything else and so
that way they were able to uh create a
movement inside the uh within the car
rental industry because people trusted
the fact that they were number two but
they also trusted the fact that because
they were number two they were a better
alternative they were the better
alternative to hers and as a result they
saw significant growth at the end of the
1970s and the early
1980s so now now that we know what good
positioning is how do you actually go
about creating it and so he's going to
take six steps
so the first step is going to be
defining your target audience then we're
going to analyze the competition we're
going to evaluate your current position
then establish your desired position
craft your unique program and finally
close the messaging Gap so I know it's
it sounds intimidating it sounds like a
lot of work so we're going to break it
down step by step so that way you have
all the guidance that you need in order
to apply it to your own company and be
able to go on on a strong positioning
journey and so to help you grasp the
concept and see how it works in real
life we actually created a fake uh
mobile app development agencies called
launchers so it's a mobile app
development company based in Washington
DC uh launching app MVPs for at tech
companies in 30 days or less and so
we're going to use it as an example to
create strong positioning
so the first step is going to be about
defining your target audience and that
ultimately consists of answering two
questions first question is what type of
client can you help the most and the
second question is who are your
preferred types of clients okay because
you want ultimately want to help your
client succeed so you want to have a
very high success rate because that's
just uh the name of a game when you're
run an agency
but you also want to have uh clients
that you enjoy working with because
ultimately it has to be it has to be a
pleasure to go to work every day and
work with your clients and so in order
to identify these people in order to
answer those two questions you want to
consider three different factors the
first factor is going to be the
demographics so demographics is
everything every objective piece of
information that you have about the
person so we can talk about the age the
location uh like where they live what
job they do what's their job title uh
what's their seniority Etc like
everything that's
objective the next step is going the
next factor to look at is going to be
the psychor graphics so psychographics
is everything that's going on inside
their head so what do they fear what do
they want what do they think what do
they perceive how open are they to
change how do they perceive risk
um so that way you have a very clear
idea of what's going on inside their
head what their thoughts are and that
way when it comes to creating the
messaging you'll be able to be a lot
more um precise in uh addressing their
specific thought
patterns and then the third uh factor to
consider is going to be the thermal
Graphics so thermal Graphics is all the
information that you have about the
company where they work so it can be the
company size can be the industry can be
their specific business bus goals their
business fres is the company growing is
a specific Department within the company
growing or shrinking uh have they met
any funding event Etc and so by
answering all these questions you have a
clear picture of who your ideal uh
customer is and so that's going to serve
as the base to position
yourself and uh to position yourself
develop your messaging as well as uh
adjust your lead generation
strategy so in the case of
launchers we're going to Target Founders
and CTO who are based in the US Eastern
Time Zone because it's a big enough
market we're small company we're based
in Washington DC so we're going for
convenience here uh we are an early
stage company uh we work with early
stage companies so we want to make sure
that we work with people who are Risk
Takers but not only that but also deeply
invested in the success of the companies
in the success of their clients and they
are deeply invested in those successes
because they are scared of failing in
public and they're scared of running out
of fund so ultimately we're not looking
for just any kind of person to work with
we're looking for people who are
passionate about what they do and are
strongly motivated to make it work
because they do not want to fail that's
their biggest fear and then in terms of
a company profile we're looking for
people for companies with fewer than 20
people in the education sector around
series a funding because that's where
the MVP would make the most sense and
they need a MVP to have a scalable proof
of concept for their investors and early
clients now that we know our ideal
customer profile we now want to know
what is the market like so if you look
at the market as a whole like that big
that big blurb where do our competitors
fit and so you want to know where they
are right now so you can identify the
open positions which are the white
circles right here and you want to find
positioning gaps so that way you can
insert yourself into those gaps and
create a small Monopoly in a corner of a
market so there's three ways that you
can find the positioning gaps the first
one is through looking at unders solved
problems so it's problems that your ICP
has that your ideal customers have but
that your no one in the market is able
to solve effectively so those are unders
soled problems if you're able to solve
that problem consistently you're going
to have a very strong
position the second way to look for
position gaps is by looking at
underserved icps so let's say uh for
example if we take mobile app
development you might have a ton of
mobile app Developers for for uh SAS
companies you might have a ton of mobile
app Developers for Education you might
have a ton of app developers that kind
of do everything but you might have very
few mobile app developers that take care
of healthcare companies and as a result
if you can position yourself as the
mobile app developer for uh heare
companies then you're going to have a
very strong position and you're going to
have a mini Monopoly in the market and
then the third way to look at for
positioning gaps is to look at poor
Solutions meaning that the status quo
right now is not able to um solve a
problem that your customers are facing
effectively and therefore they need
something radically different you need a
radically different approach in order to
solve that problem more
effectively and so I'm uh I'm going to
walk through V process of surveying the
competitive landscape with launchers to
show you that it's actually not that
difficult to find those Market gaps so
what I did is I went on clutch about two
weeks ago and I went through a um a
pruning process in order in the mobile
app developer field so I was first
looking for mobile app developers on
clutch it turns out there there are
37474 mobile app Developers on clutch
worldwide so then I narrowed down to uh
looking for mobile app developers
specifically in the United States and so
I went down to a little more than 6,000
then I went down further and looked for
mobile app developers specifically for
the education field and I found 8811 so
you see we went from 37,000 to 811 with
just two filters I went down further how
about mobile app Dev Vel opers targeting
Washington DC
302 and so if I blend two if I look at
mobile app Developers for education in
Washington DC you only have 40 people
and by the way out of those 40 you that
includes some companies that are based
in Philadelphia and New York that are
also advertising uh that are being
listed in for Washington DC directory so
if you are an education company and
you're looking for MVP for a mobile app
then and you're based in DC you want to
work with local service provider we end
up being essentially the only ones SP
and so it's going to be very easy for us
to attract these people them
reliably so now that you know the
competitive landscape you want to start
measuring the positioning Gap so you
want to have a clear idea of how do my
customers see me right now and you want
to be dead honest with yourself because
remember that in order to um to
establish your positioning it has to be
realistic your the market has to believe
you and so the best way to do that is
just to talk to your current customers
um and talk to prospects and just see
how they see you if they had to use uh a
sentence or two sentences to describe
you how would they describe you and
that's going to help you understand your
current position and so that way you'll
know your starting
point so for launchers we are a rapid
mobile app uh MVP maker that's pretty
much what we want in terms of a desired
position we want to be the rapid mobile
app MVP maker for Education companies in
DC so you can see we have a positioning
Gap it's not the biggest one but it's
still there so we want want to First
acknowledge our current position and
then move it towards our desired
position next you want to establish your
position okay so if you want to dive
deeper into the desired position that
you want to take you want to consider
three different three different
variables so the first thing is your
ideal customer profile can you
specialize on a specific client type so
for example examp if you start working
for everybody can you just decide to
work with haircare companies or fintex
just one the other way you can
differentiate yourself is by solving a
specific problem so for example instead
of just making mobile apps for all kinds
of use cases you could make a app MVP
like an early stage app for example or
you could even do like project salvaging
uh and then the third one is the point
of view can you solve an existing
problem differently through the
mainstream and express a very strong
opinion about where the market is going
where the industry is going and express
it in your
positioning so in the case of
launchers we're going to narrow down our
IDE your customer profiles to at tech
company Founders who are either looking
to raise funds or who have just raised
funds from outside investors in terms of
a specific problem we're going to build
a high functioning scalable MVP quickly
as a foundation for vir grow so it's
going the MVP is going to be the
foundation for the app that they're
going to develop that they're going to
build down the line and then in terms of
a point of view we use the rocket
program which is the fact that we use
proven templates for the education
sector in order to create high
performing MVPs in a month or less
through uh some degree of customization
but minimi minimal customization
so once you have that you want to build
your program you want to build your
offer to match this positioning because
obviously talking about what you do is
one thing but you actually want to back
it up with facts and with a robust
program uh to match this position and so
ultimately you want to design it to by
answering fre questions how can you
better serve your ICP how can you focus
on a specific problem and focus on
solving it and how can you communicate
your point of view through that program
and so ultimately your any program it
has to be easy to explain it has to be
easy to understand it has to be easy to
share and it has to be named so that way
it's easy for you to talk about it and
it's easy for other people to talk about
it as
well so in the case of launchers we're
going to create the rocket program so
it's a proven program to build and
launch scalable education mobile app
MVPs for early stage at Tech ventures in
30 days or less so we see that the ICP
is very clear we see that the problem is
very clear we see that the promise is
very clear and we have a a very clear
point of view because we don't just have
like a mobile app MVP development uh
service we have a V rocket program and
so that gives a perception that this is
something proprietary this is something
unique and that crystallizes our
positioning
and then once you have that once you
have all the elements then you can start
closing the uh messaging Gap so the goal
is to make sure that the market sees you
the way that you want to be seen and so
you want to slide your current position
to the point that it blends with the
desired position and so you do that for
your social content you do that for your
emails your website your landing page
your clutch profile your social profiles
you want it to be consistent across the
board so that way the perception of your
the perception of your company in the
market starts to change and you start
being seen the way you want to be
seen
so what makes good messaging so good
messaging has six
characteristics the first one is the
fact that it's clear and concise so you
want to be able to express your
messaging in one sentence you want to be
able to summarize it in one sentence so
for example if you take think different
from Apple you look at all the
communications their ads their
documentation their websites their
emails everything was centered on the
concept of thing
different the second one is it has to be
audience Focus so remember that your
audience is consists of human beings as
human beings we care about ourselves we
care about our problems so you want your
message to speak about your audience
your audience challenges and their
desired outcomes uh so for example
instead of saying that um you know your
iPod has 128 gigabytes of data and that
it's the best thing in the world Apple
talked about the fact that it's 1,000
songs in your pocket which answers
directly the paino of having a CD player
that you have to carry around and
the third one is that it has to be
consistent so remember that we have
different channels that we can use in
order to expressive positioning and you
want all of them to share the same
message because for example if your
clutch profile says that you are uh
focusing on uh education technology
companies but then your landing page
talks about uh being able to serve
everyone there's going to be a
disconnect that's going to confuse your
prospect and that's going to um reduce
the amount of trust that you get from
them and that's going to hurt your
results and your perception on the
market next you want it to be credible
so ultimately you want your audience to
agree that messaging is correct so the
perfect example is what we saw earlier
with Avis saying we try hard okay we're
not number one uh the market doesn't see
us as number one we agree with the
market but we try harder and the one
thing that you can do in order to uh
enhance your
credibility if you want to have more of
an authority based positioning like
claiming like centered around your
expertise you can use your clutch Badges
and you can use your clutch reviews to
show that you have a strong level of
expertise and you can even use them in
order
to uh to identify your Niche and to
ident to claim your Authority in that
specific nich so for
example if we
are uh if we are targeting education
companies for mobile app development
we're going to use clutch badges that
highlight the fact that we are expert
mobile app developers and more
specifically that we are expert app
developers in the education sector and
we're going to use for clutch reviews
we're going to highlight the ones that
uh speak directly to our target audience
so in our case education
companies um the next one is you want
the uh you want the messaging to be
benefits oriented so you want the
audience to be able to visualize the
outcome so here perfect example is FedEx
saying uh when it absolutely positively
has to be there overnight we've all
experienced a situation where we send a
package we send an envelope where we it
has to arrive to destination no matter
what and so by through this positioning
FedEx was able to help us visualize the
outcome that we're looking for and
they've been able to be very consistent
through well and so you can do that for
your own agency by leveraging your
clutch reviews to Showcase how your
clients can benefit through a program uh
through from your program by showing the
outcome that past clients that are just
like them have have been able to achieve
by going through your
program and then the last one you want
it to be memorable so it has to be easy
to remember so you remain top of mind
and then people can talk about you
easily so you have the example of slack
where work happens um and you so you
hear where work happens you know that
it's
slack so here we have the example of
launchers so what we're going to do and
that's going to be the last part of of
this webinar we're going to
turn launchers messaging from weak to
irresistible and we're going to make it
irresistible for the right kind of
company so this is the uh the the
messaging that we're going to start with
the number one mobile app development
agencies so we know what it is we know
that they provide mobile app development
services we don't know who they
provideed
we don't really have a promise we don't
know what outcome they're going to
produce as a result of the program we
have zero proof and we don't have a name
for the
program so let's make it
better so the number one mobile app
development Agency for Education
companies so that's a little better okay
because we know that we know what they
do but we also know who they do it for
they do it for Education
companies if we take it to the next
level the number one mobile app
development uh Agency for Education
companies and then you back it up with
some clutch relevant clutch Badges and
ratings so then all of a sudden you add
an element of proof to it okay uh clutch
badges we don't give them we don't hand
them out to anyone the ratings we you
know we only use verified reviews uh
that we're able to to verify sometimes
we even collect reviews ourselves uh so
if you have those that means that you
know what you're doing and so the fact
that you add your clutch Badges and
ratings show your buyer that you are an
elite provider and that backs up the
fact that you are the number one mobile
app development agency or at least you
are a very good mobile app development
agency can we make it better though of
course so the next one is build your
education mobile app with Club Badges
and rating so here's little
different uh it's a little different but
it still checks all the boxes because
you have mobile app development services
that's what we do we do it for Education
companies the promise and that's a big
upgrade is that they're going to get a
mobile app it's you know it might seem s
explanatory but nothing is implied in
landing pages you want to make
everything as explicit as possible
because you want to avoid any
misunderstanding so the promise is to
get a mobile app and then you still have
the proof from the clutch Badges and
ratings let's take it to the next level
build your education mobile app MVP so
here I'm I'm specifying the promise I'm
not going to build like any mobile app
I'm going to build your apps
MVP let's take it to the next level
build your education mobile app MVP in
30 days or less so here I'm saying okay
I'm not building MVP because you have
you have lots of you have lots of
providers who can build MVPs for you
what makes me different is that I can do
it in 30 days or less and I have clutch
Badges and ratings to back myself so you
know that I can
deliver let's take it to the next level
so here I specifying for promise even
further so instead of just having a
mobile app MVP in 30 days or less you're
going to get a market ready mobile app
MVPs in 30 days or less because the pro
the whole um value proposition is build
and launch your education mobile app MVP
in 30 days or less backed up by flge
Badges and
ratings let's take it to even the next
level build and launch your education
mobile app MVP in 30 days or less even
if you have zero developers on
staff with clutch badget and ratings so
here I'm specifying further who I'm
targeting I'm not just targeting
education companies or attech companies
I'm targeting attech companies that do
not have a development team and so
pretty much our service going to be an
add-on service is going to be in
completely outsourced development team
for them but so it's going if you are an
education companies with no development
team you're going to feel that this is
exactly for you because it the the
messaging very
proposition preempts the objection that
you might have which is yeah but I don't
have a devopment te so this is an even
stronger piece of
messaging we can still make it better
though so the mobile rocket program
build and launch your education mobile
app MVP in 30 days or less even if you
have zero developers on stale backed by
clutch Badges and rating so here I'm
giving the program a name and this is
very powerful because instead of just
trying to remember and describe what
what your program does they just have to
remember a name and human beings we are
hardwired to remember names that's what
and not not only we remember names but
also we value names a lot more so uh for
example why do we feel so emotional
about uh having to put down our dog
because our dog has a
name and that's unlike for example a
random stray dog we don't feel as bad
putting them down down simply
because simply because they are nameless
to us so we don't have that same
emotional attachment to them so this is
what a name is going to do for the
program and that's going to make it a
lot easier for you to talk about it and
it's going to be to make it a lot easier
for your customers to talk about
it and so what it's going to do is that
it's going to close the gap between your
current position and your desired
position and so that's what we're going
to do with launchers we're going to talk
about that we build and launch Mobil
MVPs for Education companies in 30 days
or less even if they have zero
developers on staff and we're going to
do it for with the mobile rocket program
so this is what is going to do and then
over time the current position and the
Desir position are going to mix and
they're going to superimpose each
other
now the
process is very robust this is the exact
proc process that successful agencies
and successful companies worldwide go
through in order to establish their
positioning but there are three traps
that you need to avoid the first one is
going to be the line extension trap so
it consists of trying to position
yourself too broadly so having a broad
ICP uh trying to solve generalized
problems and usually where it comes from
is you will have uh a customer come to
you like let's say in the case of
launcher it's an ettech company and they
will come to you saying hey I have this
uh friend of mine who is doing fintech
and needs a mobile app MVP in 30 days or
less and the mistake here to say oh yeah
fintech is kind of like attech I'll do
it anyways and that's going to be a
problem because fintech and attech are
not the same thing so you're going to
complexify your uh your program
and so you're going to have more moving
parts and you're going to have more uh
opportunities for errors and the whole
um reliability of your process is going
to go down and so
by grabbing opportunities that are kind
of adjacent to your Ideal Market and
slowly expanding your target market
because of that you're going to fall
into the line extension trap because
you're going to over time end up like a
list company once more and so the entire
process that you went through of really
trimming down your ICP to really focus
on your best clients will have been for
nothing the next mistake is going to be
over complicating uh which essentially
means being unable to explain your
positioning in one sentence if you're
not able to explain what you do and who
you do it for and how you do it in one
sentence uh that your your partner or
your children are able to understand
then your positioning is too complicated
okay so you want to really simplify it
so that anyone can understand it in one
sentence or less the third Pitfall is
being to
neutral uh what do I mean by that is
trying to please everyone on the market
if you positioning is done right you are
crystal clear about what is right in
your opinion and what is wrong in your
opinion and that's going to help people
evaluate you in a very yes or no kind of
fashion I agree with them and they are
the right sort of provider for me or
they are I don't agree with them and
they are not the right kind of provider
for me you really want to have this
dichotomy in your messaging uh because
that's going to make you interesting
that's going to make you stand out
that's going to make you different and
that's going to help you attract the
right kind of customer so make sure that
you stay away from the linic technal
trap no matter how attractive this may
be make sure that you keep it
positioning simple and make sure that
you are not pleasing everyone just make
sure that you have your opinions and
that you stand by whatever you're
thinking thanks so much floran for
walking us through that six-step
framework and for providing
a number of examples not only through
launchers our fake company but also the
marketing anecdotes that you shared I I
really liked the Avis example we try
harder I think that's such an
interesting marketing campaign that
really feeds into the exact positioning
that you were speaking to so really
great job we do have some frequently
asked questions that I wanted to share
and ask but before we get to that I
wanted to ask the audience again now
that we've gone through
identified what bad positioning could
potentially look like what good
positioning does look like is the next
step to move forward with greater
exposure on clutch if you wouldn't mind
taking a moment to answer the survey
that should be popping up
now thanks for that and so getting into
the questions one of the first ones that
we hear is when we're talking about your
positioning and really identifying which
markets that you should be going after
and talking about best fit companies but
then also companies that aren't a great
fit are you asking agencies that may be
struggling to land more clients to
actually Turn Away
business uh yes and the reason is it
might seem crazy especially if you're
really in the ropes and and you're
struggling to make uh to meet payroll uh
and you know it's very tempting to try
to grab every piece of business that you
can and uh you know in terms of
short-term strategy for survival that
works but longterm you kind of killing
yourself because you're keeping yourself
from developing a very efficient
scalable process that's going to allow
you to not only attract more customers
because of your strong positioning but
also to serve them a lot more itively
because instead of having a myriad of
process to solve a myriad of problems
you're going to have a single process
that uh solves one specific problem and
that you can duplicate it well um
so I know it's very tempting to try to
go after every single opportunity but
you want to be very deliberate in terms
of what opportunities you're going for
and uh you know you might be asking me
as a follow work is like well yeah
that's great but how do I Kickstart the
process um I would recommend to first of
all update your clutch profile to really
highlight the new positioning that you
you want to update your website update
your landing pages so that everything is
consistent and then just start doing
something called outbound positioning
yourself as a specializ company rather
than as a generaliz company and you'll
be you'll be very surprised about how
many companies are actively looking for
specialist p just could not find them
because everybody that reaches out to
them is just a
generalist well since you just preempted
my next question I'm GNA flip the script
on you Florian and ask another one in
the same vein but for the different type
of organization and that's what if
they're a large agency with dozens of
different types of clients in different
Industries how would you expect them to
implement this type of advice
uh so that's a really good question
because yeah I mean what happens if you
have a big
agency and you are uh you have all these
clients you have all this experience
like how do you actually segment it and
the way I recommend going about it is to
create separate brands for separate uh
separate vertical so for example if you
are I mean I kept talking about mobile
development agency so let's let's talk
about digital marketing for a change um
you know let's say that you do uh growth
marketing services and you know you do
growth marketing Services through uh
Facebook ads Google ads and SEO and
that's kind of what your agency does
well you can have one vertical for
Facebook ads you can have one vertical
for Google ads you can have one vertical
for SEO and each of these varable has a
separate branding so that way they look
like three different companies but they
actually the same one so it's kind of
like having different branches
specialized in different Services you
can also segment it differently by
having one specific brand that caters to
uh premium Fortune 500 clients and then
have another brand that will take care
of more like scale ups and then a third
brand that takes care more of startups
so ultimately you want to segment by a
customer profile so that way they're
perceived like they're talking to a
provider that understands their exact
problem because for example if I'm a
startup I have an entire set of problems
that a Fortune 500 company doesn't have
so if I speak with an agency that
highlight the fact that they work with 4
500 companies that's great but I'm not
sure that they're going to understand
what exactly I'm going through because I
don't really get the feeling that they
have the expertise that I'm looking for
working with startups
I think that's a really interesting take
in how you can grow your business in a
different manner while
still really positioning yourselves with
different clients with different needs
um but the product itself isn't too
different that's really
interesting for this to actually work I
think you're G to have to do a really
good job convincing your co-founder or
potentially higher level employees that
this is a good idea how would you go
about doing that
okay so so yeah that's that's a great
question because uh yeah if it's usually
you know positioning is a big decision
obviously because it uh kind of changes
what your company is and uh who you are
uh so you definitely want to get a buy
from your co-founders you want to get a
buy from your higher upset company um
and so the best way to do it is to set
up an experiment because chances are
they are aware of the fact that you reg
generation is not where it's supposed to
be and so running a quick experiment
where you take a Subs segment of your
Market uh you know can be a specific
audience can be a specific problem that
you're solving and you canot create a
specific program in order to fit that
using the framework that we just talked
about uh and then you test it out you
know you create a separate website you
create separate email addresses and
everything and then you do some cold
outbound and test the hypothesis to see
if it works if it resonates and then if
you find that you're getting some
traction from it then
uh you know it might be worth
considering a a deeper uh a deeper
positioning
rework uh in order to reposition your
agency
to uh scale the results from the
experiment and actually that that takes
us to the bonus of a
webinar uh we're going I'm going to
offer at 10 positioning and messaging
audits to participants to this webinar
so that way I can provide you with some
guidance on how I would reposition your
company based on your best offer your
best um your best ICP so that you have
can have more clarity in your messaging
and you can attract the right kind of
customers in order to have a predictable
pipeline to have a full Pipeline with
ideal customers that you can get results
with and that you enjoy working with so
if you would like to join the program if
you would like to apply uh you can click
on the link that we will send you
together with a recording of a webinar
and then we will take 10 applicants and
we I will go through an entire
positioning uh
positioning re redo uh for
you well thank you so much Floren for
going through and offering the 10 spots
to get a positioning audit I think our
audience is really going to enjoy that
so make sure to uh click that link and
fill out the questionnaire when you
receive the email tomorrow we will send
the webinar recording along with the
slides that you saw today uh tomorrow
morning and you will be able to watch
this again and refer to it while you're
going through any type of positioning
updates we really appreciate you joining
us have a great day
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