How to Begin Your Agency Positioning Conversation

At the end of my last webinar, one of the overriding requests that I received from everyone was help around their positioning statement. Many times I see positioning statements on websites that are overly general, similar to their competitors, or just plain uninspiring. Our goal with any positioning is to achieve two things:

  • Be unique
  • Be a sales driver

I know, there’s that sales word that I like to throw around. The fact is that when someone first visits your site in their buying process, you want to make sure your positioning statements are always coming from a place that immediately lets them know what you all can do for them, in a very real way. “We produce results” is neither unique nor compelling, and it won’t help you make a sale.

Crafting something unique and compelling is a lot of work, but below are some questions to make your life a bit easier when you are first sitting down with a group (or by yourself) to craft that new positioning statement.

  • Why does your agency exist? (less about what and how)
  • What’s the one thing you do better than anyone else?
  • What are the benefits of working with you?
  • Let’s talk about what you don’t do
    • Consider us when…
    • Don’t consider us when…
  • Why do you win? Why do you lose?
  • Based on business challenges, where do you have the greatest opportunity?
  • Is every piece of content you are producing pushing your unique selling proposition to a specific prospect type?
  • Does your website properly convey exactly what you do better than any other agency?
  • Is it clear to anyone who sees our content exactly who your “Right to Win” clients are?

Once you have an initial framework for that positioning statement, take a few minutes and look at your closest competitors’ websites. How similar are you to them in your positioning? Are you creating space between yourself and them with this positioning statement? Do they do a better or worse job of highlighting their uniqueness? Once you feel confident you have differentiated, test it on some folks who do not know your agency as intimately as you do. Ask people outside your agency bubble what they think about your positioning versus your closest competitors’ and see what emotions get stirred up in them.

This process is not normally a short one, and definitely not something to be taken lightly. Take the time to think, test and retest, because the content you build in the future will all hinge off this positioning

Matt Chollet

As EVP of Agency Development, Matt works alongside agencies on a daily basis, helping them implement new business processes that help generate qualified conversations with their most sought after prospects.