Can you sharpen your positioning?

Can you sharpen your positioning and messaging?

Yes.

(Everyone can)

Start by identifying the clients you want more of.

You know...those clients uniquely suited for your agency, and you are uniquely suited for them. They're a subset of the clients you already have. They get outstanding results with you, and they generate great revenue for you. They stay with you the longest and will happily sign long-term contracts. They have short sales cycles and the highest levels of satisfaction. They evangelize your agency to their friends and colleagues without being asked to.

Once you know who they are, interview them.

Get inside their heads and understand how and why they bought from you (and why they are so loyal).

Then, use what you learned to refine your positioning. 

Next up: I'll share five key buying criteria you need to uncover in the client interviews.

CQ

Frequently Asked Questions

Why start with identifying ideal clients before working on positioning?

Because positioning built on assumptions doesn't hold up. Starting with a specific, real subset of current clients, the ones uniquely suited for the agency, gives something concrete to build messaging around.

What traits define the kind of client worth identifying first?

Clients who get outstanding results, generate great revenue, stay the longest, sign long-term contracts happily, have short sales cycles, show the highest satisfaction, and evangelize the agency without being asked.

Why interview these specific clients instead of clients in general?

Because they represent the exact fit worth attracting more of. Understanding how and why they bought, and why they've stayed loyal, reveals insight that applies directly to finding more clients just like them.

What should happen after learning why these ideal clients bought and stayed?

That insight should directly refine positioning and messaging, replacing assumptions about what matters to buyers with real, verified reasons pulled straight from the clients who already fit best.

What comes next after identifying these clients and preparing to interview them?

The next step covers five key buying criteria to uncover during those client interviews, building out a fuller picture of what actually drives ideal clients to choose and stay with the agency.