The problem this solves
The usual symptoms: prospects arrive at sales calls not understanding what you do, deals stall because the offer has too many shapes to price cleanly, the website says one thing while sales decks say another, and every competitor claims the same three adjectives. When positioning is vague, sales compensates with longer calls and deeper discounts, and marketing compensates with volume. Both are expensive ways to paper over a messaging problem.
How we work
We audit three layers. Positioning: what you claim to be, for whom, and against what alternative. Messaging: how that claim shows up across your website, decks, proposals, and outbound. Offer: how your services or products are packaged, named, and priced relative to how buyers actually want to purchase.
We read your materials the way a skeptical buyer does, then compare them against a defined set of competitors and against the language your actual customers use, pulled from call notes, reviews, and win-loss data where available. Every generic claim, contradiction, and unsubstantiated superlative gets logged.
The result is a findings report with a severity ranking: where your messaging leaks credibility, where your offer structure creates friction, and which fixes will move deals fastest. It is the natural input to a positioning and messaging strategy engagement, but it also stands alone as a punch list your team can act on.
Deliverables
- Messaging inventory across website, decks, proposals, and outbound sequences
- Competitive positioning comparison against a defined competitor set
- Buyer language gap analysis based on customer-facing evidence
- Offer structure review covering packaging, naming, and pricing logic
- Prioritized findings report with severity ranking and recommended fixes
What buyers ask before scoping.
How is this different from the Market & ICP Strategy Audit?
The ICP audit determines who you should target using revenue data. This audit assumes the target and examines whether your claims, language, and offer land with that audience. Run the ICP audit first if segment focus is in doubt; run this one first if you know who you serve but the message is not converting.
Do you talk to our customers as part of the audit?
Where access allows, yes, and it sharpens the output considerably. If customer interviews are off the table, we work from recorded calls, win-loss notes, reviews, and support tickets instead. Buyer language pulled from real conversations is what separates a useful messaging audit from a subjective opinion about your homepage.
Will you rewrite our messaging as part of this?
No, and that is deliberate. The audit diagnoses and prioritizes; rewriting positioning and messaging is a separate strategy engagement that builds on these findings. Mixing the two tempts everyone to jump to wordsmithing before the underlying positioning decision is made, which is how vague messaging happens in the first place.
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