If your marketing spends feel random, you likely have a positioning problem — not a content problem.
1. Why positioning is the accelerator
Marketing amplifies what’s already there. Weak positioning = scaled confusion. Strong positioning = easier decisions and higher conversion rates.
2. The three positioning failures
- Too broad: “I serve everyone” → low conversion.
- Feature-focused: product lists instead of outcome statements.
- Legacy identity: brand voice hasn’t evolved with revenue or service maturity.
3. Quick fixes that matter
- Nail one target persona and describe their current problem in a single sentence.
- Replace features with outcomes (e.g., “more client referrals in 90 days”).
- Create a “not-for” statement to repel incorrect leads.
“Marketing amplifies what’s already there.”
4. Measurement
- Baseline: current client conversion rate from inbound.
- Goal: +20–40% lift after reworking core messaging and landing pages.