Brand positioning and messaging, fixed in three weeks
When marketing "doesn't work", the cause is often further upstream. The message is unclear, so every ad, page and sales call has to explain it again from scratch. This sprint starts with your customers and ends with words your whole team can use.
Fixed price · $3,900 · 3 weeks
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Tick the ones that sound like you
- Your salespeople explain the product differently every time.
- Prospects compare you on price, because they can't see any other difference.
- Your homepage headline could belong to any of your competitors.
- You've changed the tagline twice this year.
- Customers describe you better than your own website does.
- It takes you three sentences to say what you do.
- Referrals close. Cold enquiries don't.
If three or more got a tick, a new ad campaign probably won't fix it. This will.
What the sprint delivers
- Up to 5 customer interviews. I run them and you make the introductions.
- A competitor map showing who else the buyer considers and what each one claims.
- A positioning statement covering who it's for, what it replaces, and why you instead of the alternative.
- A messaging house: the main message, the supporting points and the proof each one needs.
- A homepage copy outline with the sections, the headlines and what each block has to say.
- A one-page sales narrative your team can say out loud on a call.
What it costs
Positioning & messaging sprint
$3,900 fixed
3 weeks · 50% to book, 50% on delivery · balance due net 15
If you start a Working Partner or Fractional CMO retainer within 30 days of delivery, half the sprint fee ($1,950) is credited against your first month. It's a credit on that invoice only, with no cash value.
Not included: design, logo work, or building the homepage itself.
Prices in CAD, before applicable taxes.
See full pricing and terms →Questions about positioning and messaging
How many customer interviews are included?
Up to five. I run them by video with a short script, and you make the introductions. Five is usually enough for the same phrases to start coming up again, and those phrases are what we're after.
Do you design or build the homepage?
No. You get a homepage copy outline: the sections, the headlines and what each block has to say. Your designer or web developer builds the page. That keeps the sprint at three weeks and $3,900.
How is this different from a rebrand?
A rebrand changes how you look: the name, the logo, the colours. This changes what you say and who you say it to. It's usually the cheaper fix to try first, and if a rebrand follows, your designer starts with a brief worth working from.
We don't have five customers yet. Can we still do this?
Yes. I'll interview whoever you have: early users, prospects who said no, or people in your target market you can introduce me to. With fewer customers, the competitor map does more of the work.
Can this roll into a retainer?
It can, and there's no pressure to. If you start Working Partner or Fractional CMO within 30 days of delivery, $1,950 comes off the first month.
Often next to this
How do you describe it at a barbecue?
Tell me on the call. The gap between that version and your homepage is usually where this sprint starts.
Book a free discovery call