You're different from everyone else...

…so why don’t you own that?!

Every agency says they’re going to drive revenue, increase pipeline, power growth, etc.

LITERALLY EVERY FREAKIN’ ONE.

I’ve worked with more agencies and service providers this year and one thing I’ve noticed is that the ones who get to choose their clients OWN their point of view and a named way of working. They share it with no one. That creates pre-qualified demand, faster deals, and pricing power.

Most others rely on Commodity Claims like the ones I mentioned above.

Commodity Claims are the same results-based overpromises that everyone else in your space is making.

• Drive revenue
• Increase pipeline
• Power growth
• Performance first
• Data driven
• Full funnel

Basically, if you could copy and paste the positioning of a competitor to your homepage and nothing else would fundamentally change, you’re in the Commodity Claims trap.

Rather than lean into your own proprietary approach and named way of working, you promise the same things everyone else is to keep pace.

But it actually achieves the opposite.

Prospects have to work harder to learn how you’re different, slowing deals down to perform their own research, ask additional follow ups when you thought you were already at the finish line, and worst case, choosing someone else.

You end up having an over reliance on referrals because, like your offer and positioning, your content is undifferentiated, too.

You spend more on customer acquisition through sponsored webinars, content, and paid because you don’t have an audience of believers already built up on demand.

You spend more time selling yourself and your team on sales calls than you do determining fit for both sides.

If any of these hit close to home, you’re probably guilty of positioning your business and offer around Commodity Claims.

The change you need

A well-articulated POV: your non-obvious beliefs and tradeoffs, stated clearly and personally. It tells buyers what you prioritize, what you refuse, who you’re for/not for, and why you’re the one to solve the problem.

A differentiated offer: a named, bounded transformation for a specific ICP delivered by your method. Clear promise, simple steps, and a time-boxed first win (not “custom services”, not increasing pipeline, etc).

A content brand: an editorial system centered around your POV + method. One (or even two) signature format(s) (think newsletter, podcast, etc.) broken up into smaller pieces for other channels you care about (think LinkedIn, YouTube, etc.) on a steady cadence that builds believers and shortens sales cycles.

That’s ultimately how you ditch Commodity Claims and OWN your work, your approach, and your solution. How you protect against higher customer acquisition costs, longer sales cycles, and lost deals.