Positioning a Solo Agency: Make It Obvious Who You’re For

If your positioning sounds like “we do design and development,” you’ll compete on price and availability. Strong positioning makes a buyer think: “This is for me.”

Here’s a practical way to get there without inventing jargon.

Step 1: Choose a Specific Client Type

Pick a target you can recognize in a sentence:

• industry (optional)
• company stage/size
• role you sell to (founder, marketing lead, ops lead)
• the “moment” they’re in (launching, redesigning, hiring, going upmarket)

Examples (hypothetical):

• “B2B SaaS teams preparing to sell to larger customers”
• “Local service businesses rebuilding their lead flow”

Step 2: Choose a Specific Problem

Avoid generic: “better website.”

Prefer concrete:

• “unclear messaging”
• “low conversion from demo request”
• “inconsistent brand across product and marketing”

Step 3: Make a Promise You Can Keep

Your promise should be:

• specific
• realistic
• within your control

Good: “A clear message + a conversion-focused landing page + analytics installed.”

Risky: “Double your revenue.”

Step 4: Define Your Differentiator (Without Pretending)

Common differentiators that don’t require exaggeration:

• speed (because you’re small and focused)
• taste (consistent style and craft)
• expertise (a narrow domain you understand)
• process (a repeatable way you work)

Pick one and commit to it.

Step 5: Add Proof (Even If You’re New)

Proof isn’t only logos. Options:

• a single strong case study (even from past employment, if allowed)
• a teardown or audit showing your thinking
• a small portfolio focused on your niche
• testimonials from real clients (only if accurate)

If you don’t have proof yet, start with a small pilot offer and collect feedback the right way.

Step 6: Write Your “One-Liner”

Use:

“I help [client type] achieve [outcome] through [service], so they can [why it matters].”

Then test it with real people in your target market. If they don’t immediately “get it,” simplify.

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