Sometimes it's not WHAT you do but HOW you do it that makes you stand out.
This type of focus emphasizes your process or a particular aspect of the way you work that is relevant to the clients you seek - like the fact that you’re super-reliable or responsive.
Business Examples
WebsiteByTonight (Web Design Agency)
Few web designers want the client sitting next to them while they work. Jared Gold has made it the way he sells!
WebsiteByTonight is his turnkey “productized” service where he builds and launches websites via screen share (while receiving real-time client feedback) in a matter of hours – all for a low, flat rate.
A website is $899 flat (or $1,299 if the client wants additional design polish / extra pages.) Hosting and support are $10-$20/mo.
Jared and his staff build all sites on Squarespace. Most jobs are basic brochure websites with up to 4-5 pages and a contact form.
Want to know more about how Jared manages WebsiteByTonight? Jason Resnick has made an excellent podcast interview with Jared.
How Jared Positions WebsiteByTonight
Market positioning refers to the manner in which you present and market yourself to potential clients.
You create a positioning statement as inspiration for persuasive language in all your marketing. The positioning statement is the DNA of your brand. It's invisible but controls how you appear to the world.
When you're consistent in your messaging, it makes it possible for your potential clients to perceive the qualities (or identity) of your brand or services correctly.
Jared offers its services to both agencies and direct clients. For his direct clients, he could have written a statement sounding something like this (write your own statement using this template):
My name is |
Jared Gold |
I am the |
founder |
of |
WebsiteByTonight |
My firm creates |
simple & professional 5-6 page websites built on the Squarespace platform |
for |
solo practitioners, new businesses, and simple eCommerce sites |
that allows them to |
launch a website in days or weeks, not months, for a low, flat rate. |
Unlike |
other web designers |
We |
build our clients' websites live (as they watch and give feedback) via screenshare. |
We |
are authorized Squarespace trainers and featured by Squarespace as implementation experts. Over the last three years, we've built 150+ websites. We only employ fluent English speakers. |
We are |
easy to communicate with, reliable, and honest/transparent. |
Some examples of how Jared's positioning materializes in his web copy:
"The easiest, most affordable way to launch a simple & professional website." (home page)
"We’re a different kind of agency. We do one thing - and we do it very well." (About)
"Our elite designers build your website live (as you watch and give feedback) via screenshare." (home page)
"Don’t risk thousands of dollars and months of email back-and-forth to get a website that you might not even like."
Watch WebsiteByTonight's 90-second explainer video:
Did WebsiteByTonight's marketing pique your interest? Follow them on social media:
More Examples of The Way We Work Focus
Expert-Guided Do-It-Yourself Websites
Online course creators join the CourseLauncher Advantage Program where Ellen K. Martin guides them on how to build, sell and deliver online courses using a specific WordPress plugin suite.
Triple-Layered Quality Assurance
Reliable PSD "get things right the first time around." The big difference between Reliable and other PSD to code companies is their quality assurance process.
Unlimited Requests and Revisions
Design Pickle is a subscription service for graphic design and "there’s no cap on the number of items you can request each month."
