Identify your core differentiators, define your economic engine, clarify what transformations you're most passionate about, and articulate your best competencies. This is strategic positioning—the framework that determines how you compete and what you lead with in your messaging.
If you can't articulate what makes you different, you compete on price. This workshop forces clarity on what sets you apart, what drives your revenue, and where you're genuinely better than competitors. This becomes the foundation of your positioning strategy across every marketing channel.
Generic answers create generic positioning. "We care about quality" isn't a differentiator—everyone says that. Real differentiators are specific, defensible, and valuable to your ideal client. Dig deeper.
Your differentiators become homepage messaging, service positioning, and competitive advantages. Your economic engine determines where we focus marketing dollars. Your passions and competencies guide service development and content strategy.
Fill out the GHL form. These answers feed directly into your positioning strategy and get embedded throughout your messaging.
Yes, we're doing a Strategic Focus workshop. I'll challenge weak differentiators, push you to get specific, and help you see competitive advantages you've been overlooking. But come with your thinking so we can refine, not start from zero.
Your basic site probably said "we're experienced and trustworthy." This process builds real differentiation—specific reasons someone should choose you that actually matter to your ideal client. This is how you escape commodity pricing.
I've done this workshop 100+ times. I know how to identify real differentiators versus marketing fluff. But you know your business better than anyone. What do clients consistently praise? What do you do that competitors skip? Start there.
What we're looking for: Specific attributes or practices that separate you from competitors. Must be true, defensible, and valuable to your ideal client.
Why it matters: These become your competitive positioning statements, your homepage bullets, your "why choose us" messaging.
Contractor examples:"Design-build integration - One team, one contract, no finger-pointing between designer and builderFixed-price contracts with detailed specifications - You know exactly what you're getting before we startWeekly client video updates - See your project progress even when you can't be on-siteIn-house millwork shop - Custom cabinetry and built-ins without subcontractor delays3D rendering before demolition - Visualize the finished space before we touch a wall"
Accountant examples:"Monthly financial dashboards - Know your numbers within 5 business days of month closeProactive tax planning meetings in Q3/Q4 - Strategy before it's too lateIndustry specialization in professional services - We only work with law firms, consultants, and agenciesDedicated Slack channel for real-time questions - No waiting 48 hours for email responsesQuarterly strategic reviews - We're not just filing taxes, we're guiding business decisions"
What's NOT a differentiator: "Quality work" (everyone claims it), "Great customer service" (too vague), "Experienced team" (so what?)
The test: Can a competitor easily copy this? If yes, it's not a strong differentiator. If no, it's defensible.
What we need: The service or package that generates most of your revenue or profit. What are you actually selling that makes the business work?
Why it matters: This is where we focus marketing investment. If 70% of your profit comes from one service, that's what we optimize for, not the five other things you dabble in.
Contractor example: "Master bathroom remodels. Average project $65K, highest margin work, clients who do bathrooms usually do kitchens next. We could do whole-house remodels, but bathrooms are our engine—we're faster, better, and more profitable on bathrooms than anything else we do."
Accountant example: "Outsourced accounting for $500K-$3M businesses. Monthly recurring revenue, higher lifetime value than tax-only clients, creates advisory opportunities. Tax prep pays bills, but outsourced accounting builds the firm."
Be honest: What you wish drove revenue doesn't matter. What actually drives revenue determines strategy. If you want to shift your economic engine, that's fine—but we need to know the current state first.
What we're looking for: The transformations that light you up. What results make you proud? What client wins do you tell your spouse about?
Why it matters: Passion shows in your work and your messaging. Clients can tell when you're just going through motions versus deeply caring about an outcome. This guides content focus and service development.
Contractor example: "Watching empty-nesters reclaim their homes after kids move out. They've lived in family-function mode for 25 years—oversized dining table, kid-proof furniture, playroom clutter. We help them redesign for how they actually want to live now. The emotional shift when they walk into their new primary suite and realize 'this is OURS now'—that's what I do this for."
Accountant example: "Helping business owners stop working 70-hour weeks because they're buried in admin and bookkeeping chaos. We take over their entire back office—A/R, A/P, reconciliation, payroll—and give them weekends back. When a client tells me 'I coached my kid's soccer game for the first time in two years,' that's the transformation I care about."
Why this matters for marketing: Your passion creates authentic content. If you light up talking about empty-nesters or work-life balance, that energy translates into compelling messaging.
What we need: The specific skills or processes where you're genuinely better than most competitors. Not what you're good at—what you're BEST at.
Why it matters: This is where you have defensible competitive advantage. This is what you lead with in expert positioning and what justifies premium pricing.
Contractor example: "Complex spatial redesigns in small footprints. Most contractors just swap fixtures in the existing layout. We're exceptional at finding 6-8 more usable square feet through wall moves, door swings, and fixture placement that completely transforms flow. A 5x8 bathroom becomes functional when you actually understand spatial efficiency."
Accountant example: "Entity structure optimization for high-income S-Corps. Most accountants set you up as an S-Corp and call it done. We optimize shareholder salary vs distribution ratio, maximize QBI deduction, structure retirement contributions for maximum tax benefit, and integrate HSA and Augusta Rule strategies. Our average S-Corp client saves $12K-$18K annually in taxes compared to generic S-Corp treatment."
The test: Could you teach a workshop on this topic and have people actually learn something valuable? If yes, it's a real competency. If no, dig deeper.
Strategic positioning isn't about being everything to everyone. It's about clarity on what makes you different, what drives your business, what you care about most, and where you're genuinely best-in-class. Get specific. Generic positioning creates commodity pricing.
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