Positioning, messaging and pricing
A strong product with a weak offer gets sold as cheap software. Fix the story before you buy more traffic.
Who it's for
"Who you're for, what you promise and how you charge for it. 2 to 3 weeks, including customer interviews where possible."
– Technical products with a long feature list and no clear reason to buy
– Companies competing on price because buyers can't tell them apart
– Services that want to move from hourly billing to packaged offers
– Teams launching a new tier, plan or market and unsure how to price it
– Companies competing on price because buyers can't tell them apart
– Services that want to move from hourly billing to packaged offers
– Teams launching a new tier, plan or market and unsure how to price it
What I do
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Segment and JTBD work: which customers get the most value and why - A messaging house: core messages by segment and audience
- An offer ladder: entry offer, core offer, expansion
- Value-based pricing logic, with ROI calculators your sales team can use on calls
- A move from feature-led to buyer-led decks: one shared intro deck plus one per segment
- One-pagers for negotiations
- Tone and language for international buyers, including British English and copy that survives simultaneous translation
- Copy for the homepage, pricing page and sales deck that follows the new positioning
- 2 or 3 tests to check the new message against the old one
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Repackaging an AI product for creative teams, repositioning hotel PMS software as a business tool instead of a utility, value-based pricing for foodtech franchises, and offer ladders for consulting businesses.
Related services
Know the field before you pick a position
Turn the new message into decks and videos
Segments, risks and a launch plan
| | Rework your offer Tell me about your product and who you sell it to, and I'll get back to you. |