Stop with the "me-too" messaging already!

Do you sound like every other agency?

Off the top of my head, here are commonly used agency Attributes (features and capabilities):

• All-in-one

• Community-focused

• Custom solutions

• Done-for-you

• Cutting-edge

• Original thinking

• Point solution

• Proactive support

• Results-focused

• Speed-to-Results

• Thought leadership 

• Transparency

• True partnership

• We’ll teach you how to become a marketer

• We’re big

• We care

• We’re small

• We specialize in a service

If you have one of these on your website, you're not alone.

If you have one on your homepage above the fold, you're not alone.

Do you want to be more original?

Try this quick exercise to get your creative juices flowing.

We help [Vertical] with [Service] by blending [Attribute 1] and [Attribute 2].

For example:

We help restoration companies with lead gen by blending Speed-to-Results and Done-for-you Marketing.

I hope this helps! 

Have a great weekend!

CQ

P.S. My wife and I are taking our son to his first concert tonight, Metallica 🤘. Can't wait!!

Frequently Asked Questions

Why do so many agencies end up using the same handful of positioning attributes?

Because phrases like "results-focused," "done-for-you," or "we care" feel safe and broadly applicable, making them easy defaults even though they don't actually differentiate from what every other agency is also saying.

What's the risk of having one of these common attributes above the fold on a homepage?

It signals sameness rather than differentiation. If a visitor has seen the exact same phrasing on other agency websites, that positioning does nothing to set the agency apart in their mind.

What is the quick exercise for generating a more original positioning statement?

Filling in the template "We help [Vertical] with [Service] by blending [Attribute 1] and [Attribute 2]," using two specific attributes together to create something more distinctive than either alone.

Why does blending two attributes together produce a more original result?

Because most agencies pick just one generic attribute to lead with. Combining two specific ones, like Speed-to-Results and Done-for-you Marketing, creates a more particular, memorable combination than either used in isolation.

What's the actual goal of running through this exercise?

Sparking a fresh perspective on positioning, seeing how a specific vertical, service, and blended attributes come together into something that reads as more original than the generic phrases most agencies default to.