PositionAdvisory · Tier 2 of 3
What Your Buyers
Need to Hear.
Everything in Search, then the research: your buyers’ first messages, the field and its claims, every page of your site. Then the position, set in one session with the people who decide.
- For
- a firm whose words miss its buyers
- Begins With
- the search record
- The Session
- two hours with the people who decide
- The Time
- three weeks
Most Visitors
Already Knew the Firm.
A firm’s SEO retainer kept the demand it had; buyers who did not know its name were never reached.
seven documents read from the firm’s own Search Console, Analytics, leads and pages; then the position, set in one session
Four Plain
Questions.
Who does the reading?
The studio, word for word: what your buyers write and what the field claims.
Do we pay every month?
No. Position is one fixed scope.
What do we keep?
The two search reports, four documents of research and voice, and the position with its approved words, in your brand style.
What happens after?
The approved words go into every page, brief and line the firm writes; Alignment sets the whole direction if the firm wants it.
Their Words,
Read Word for Word.
Every lead you can share, and the buyers’ own first messages: the position is chosen from their words and from what the field leaves unsaid, never from taste in a meeting.
- 01
The Leads You Share
Every enquiry the firm can show, read in full.
- 02
Their First Messages
What a buyer says before anyone has sold anything.
- 03
Their Words
The names buyers give to what you do, in their languages.
- 04
Their Comparisons
Who else they mention, and why.
The Field
and Its Claims.
The position is chosen against what is already said.
- 01
Who Answers
The firms that appear for the same questions.
- 02
Where
In which languages and markets they are found.
- 03
What They Claim
Their claims, quoted, side by side.
- 04
What Nobody Says
The space left open, which a position can take.
The Position,
Set in One Session.
The research comes to one session with the people who decide. The position and its approved words leave the room together.
- 01
The Research on the Table
The buyers’ words, the field’s claims, every page’s promise.
- 02
One Sentence
What the firm says first, and to whom, chosen in the room.
- 03
Its Proof
The facts that make it believable, each one checkable.
- 04
The Approved Words
The words to use, and the words to avoid.
The Research,
Then the Words.
Everything Search delivers, then four documents: what buyers say, what the field claims, what your pages promise, and the position chosen from them.
Buyers
Every lead you can share and the buyers’ own first messages, read word for word.
The Field
Who else answers the same questions, in which languages and markets, their claims quoted.
The Site
Every page read for what it promises, and where it disagrees with itself.
Brand and Voice
The position, its proof and the approved words, with what to say and what not to.
From You
- the leads you can share
- your brand material and current pages
- two hours with the people who decide
- read-only access, as for Search
Three
Weeks.
The search record first, then the research, then the session. The words are in use the next day.
- 7
The Record
Search Console, Analytics, Bing and the AI answers, joined.
- 14
The Research
The buyers, the field and every page of the site, read.
- 21
The Session
Two hours with the people who decide; the position is set.
- →
The Words
The approved words go into every page, brief and line.
A Tagline,
or a Position.
A Tagline
- Chosen By
- Taste, in a meeting.
- Tested Against
- Nothing.
- Used Where
- On the homepage.
- What It Decides
- Little.
A Position
- Chosen By
- The buyers’ own words and the field’s claims.
- Tested Against
- What the competitors already say.
- Used Where
- In every page, brief and line the firm writes.
- What It Decides
- What the firm says first, to whom, and why it can be believed.
Three Depths
of One Reading.
Search reads how the firm is found. Position adds what buyers need to hear. Alignment sets one direction. Each contains the one before it.
Position,
Explained.
What the studio has written about what a firm says first, from its own records: the papers, and the terms they define.
Every Engine Keeps Its Own Record
Two years of one reference network, read from its own accounts: what Google, Bing and the AI answers each did with the same pages, and what it means for any firm that wants to be found.05 · Advisory · Search · · 14 min readWhat Are You Actually Paying For?
The question every reading starts with, what a year of retainer usually buys, and how to find out from your own accounts.02 · Advisory · Search · · 12 min readThe Page the Machine Quotes
How an AI answer chooses the page it cites, what the studio’s own measurements show on three kinds of site, and how a page earns the quote.03 · Advisory · Alignment · · 12 min read
Asked First,
Answered Plainly.
What is a position?
What the firm says first, to whom, and why it can be believed. It decides every page and every line after it.
Which material do you need?
The leads you can share, your brand material and current pages, and two hours with the people who decide.
Does it include search?
Yes. Position begins with the search record, so the words are chosen from how buyers actually look.
How long does it take?
Three weeks: the record by day 7, the research by day 14, the session by day 21.
Who should be in the session?
The people who will say the words: the founders, the directors, whoever leads sales.
Say What Your
Buyers Listen For.
Tell us what the firm sells and who decides. A person reads it word for word and replies within two working days.