Get Crystal Clear on What Makes You Different
Stop struggling to explain why someone should choose you. Get clear positioning that makes perfect sense to the people who need what you offer.
Most businesses can explain what they do. Far fewer can explain why someone should choose them specifically. And even fewer can do it in a way that doesn’t sound like everyone else in their industry.
The “Why You” Framework gets you crystal clear on your unique positioning – not just what you do, but why you do it, how you’re different, and why that matters to your ideal customers.
No generic templates and no copying what works for other businesses. Just clarity on what makes YOU the right choice.
Why Your Positioning Matters More Than You Think
You could have the best service in the world, but if people don’t understand why they should choose you over everyone else, they probably won’t.
Clear positioning changes everything:
- People immediately “get” what you’re about
- Your marketing feels natural instead of forced
- You’ll attract customers who are perfect for what you offer
- You can charge properly for your expertise
- You’ll stop competing purely on price
When your positioning is clear, everything else becomes easier. Your website writes itself, conversations flow naturally and your ideal customers recognise themselves in what you’re saying.
The “Why You” Framework
This isn’t about creating clever marketing copy. It’s about getting to the heart of what makes your business unique and valuable.
Your Why – Your deeper purpose and what really drives you
Not the corporate mission statement version, but the real reason you do what you do. What gets you excited about your work? What change do you want to make for your customers?
This becomes the foundation everything else builds from.
What You Do – Your actual service or product
Sometimes this is different from what you think you’re selling. We’ll get clear on what you’re offering and how to explain it simply.
How We Do It – Your unique approach and methodology
Every business has a way of working that’s uniquely theirs. We’ll identify what makes your approach different and why that matters to your customers.
For Who – Your ideal client (specifically)
Not “small businesses” or “busy professionals” but the specific type of person or business that’s perfect for what you offer.
Because We Know – The exact problem you solve
The frustration, challenge, or gap that your ideal customers are dealing with. Often this is deeper than the obvious problem they think they have.
We Provide – The solution and outcome you deliver
What changes for your customers when they work with you? What does success look like from their perspective?
By Offering – Your specific delivery method
How you actually work with people. Your process, your style, what the experience is like.
What You’ll Get
Complete “Why You” Framework
All seven elements worked through and documented clearly.
Your Positioning Story
The “coffee shop version” – how you’d explain your business to someone you’ve just met in a way that makes perfect sense.
Your One-Liner
A memorable, clear statement you can use everywhere that captures what makes you different.
Implementation Guidance
How to use your new positioning across all your marketing – website, social media, conversations, proposals, everything.
Two Working Sessions
We develop this together through proper conversations, not you filling in a template on your own.
All delivered in a format that’s useful, not a fancy document that sits in a folder.
How It Works
Step 1: Initial Working Session
We start by exploring your current positioning and what you want to achieve.
Step 2: Framework Development
I work through each element of the “Why You” Framework based on our conversation and my analysis of your business.
Step 3: Positioning Story Creation
I craft your positioning story and one-liner based on the completed framework.
Step 4: Final Working Session
We refine everything together until it feels completely right and natural.
Step 5: Implementation Guide
You get the complete framework plus guidance on how to use it everywhere.
Timeline: 2-3 weeks + two working sessions
What Will it Cost?
Investment: from £600
This includes the complete framework, all notes, 2 working sessions and next steps for you to start taking action!
This Makes Sense If…
✓ People don’t immediately understand what you do or why they should choose you.
✓ You feel like you sound the same as everyone else in your industry.
✓ You’re struggling to explain your value without a long conversation.
✓ Your messaging feels generic or forced.
✓ You’re competing mainly on price instead of value.
✓ You want to attract customers who are genuinely excited to work with you.
Perfect Follow-up To…
Marketing MOT – If your Marketing MOT showed that your positioning and value proposition need clarification
Standalone – If you know your positioning is holding back everything else and want to tackle it first
Before Customer Blueprint – Get clear on your “why you” before identifying who needs that specific approach
Ready to Get Clear on Your Positioning?
Stop struggling to explain what makes you different. Get crystal clear on your unique value and how to talk about it naturally.
Got Questions?
Knowing it and being able to communicate it clearly are different things. If your ideal customers immediately understand your value and choose you confidently, you probably don’t need this. But if you’re struggling to explain it or feel like you sound like everyone else, the “Why You” Framework will help.
Absolutely. We’ll find the common thread that runs through everything you do and position that clearly. Sometimes businesses think they offer completely different things when actually there’s a clear theme.
If people need long conversations to understand what you do, if you’re competing mainly on price, or if your marketing feels forced, positioning is likely the issue.
That’s very rare. Usually we’re uncovering what’s already there but hasn’t been articulated clearly. The “Why You” Framework is about clarifying your existing value, not creating something new.
Most small businesses notice a difference immediately in their conversations and enquiries. Your messaging becomes clearer, and the right people start recognising themselves in what you’re saying.
Ready to Get Clear on Your Positioning?