Positioning & Pricing
Positioning is the decision every other marketing decision inherits. Get it wrong and the channels just amplify the wrong message faster. I do this first, and in plain language — if it cannot be said in one sentence to someone outside the category, it is not finished.
How I use it
A service nobody can price-compare
Warrior WP sells WordPress work to owners who have no way to evaluate hours or a retainer. I positioned it around the problems that cost them revenue and packaged it as fixed scope, so the buying decision is about an outcome they recognise rather than a rate they cannot benchmark.
A consultancy with one idea to land
Throughline needed a brand-storytelling positioning to survive first contact in a single screen. Building the site took an afternoon; deciding what the one sentence had to be took considerably longer, which is the correct ratio.
Pricing that has to survive the cost structure
FocusHouse runs lyric-free channels on music I generate, so catalogue cost does not scale with listening. Positioning it against ad-supported streaming only works because the cost structure and the promise point the same direction.
A brand with no distribution budget
Squish Biscuit had to be specific enough to be re-findable — one dog with a defined character rather than generic pet content. That single positioning call is why it compounded organically instead of needing spend.
Where you can see it
Related skills
Want the detail behind any of this?
I can walk through any of it in as much depth as you want.