You are good at the work. You grew on referrals. The right clients are still not arriving on purpose. That is a positioning problem, and it is the one I fix.
£6.7m in revenue attributed to the work, across more than 70 firms. Rated 5.0 on Google.
Sam Jones, founder
A CRM consultancy nearly doubled its average order value. A professional service firm that sold a £5k package became a £90k one. The work stayed the same. The reason to choose it changed.
Three ways it shows up
The work is good enough for the large contracts. The diary fills with the ones that do not pay for it. A fit-out firm that wanted £250k projects took thirty enquiries in a year and signed one.
You can explain it in a meeting. Your website, your profile and your proposals do not, so the buyer compares you on price with firms that are not at your level. An HR consultant with thirty years inside household-name retailers and pharmaceutical groups was being read as a junior generalist.
The business runs through you explaining everything you can do. The fees are high, the diary is full, and the income stops the week you stop. A sports and events adviser on £40k-a-month retainers had no offer that could be sold without him in the room.
Why more marketing has not worked
Most established firms try more first. More content, more outreach, a budget for ads, a new agency, sometimes a new logo. The enquiries that come back are the same size as before, because the message underneath them has not changed. A buyer who cannot see why you are the obvious choice picks the cheaper option, or the one they already know.
Positioning comes before promotion. Decide which buyer you want, what you want to be known for, and why they should choose you over every alternative, including doing nothing. Then turn the volume up. In that order the spend works. In the other order it amplifies the confusion that was already there.
The 21-Day NPM
Niche, positioning and messaging, installed across your website, profiles and sales assets in 21 days.
1
A three-hour audit of your business before our first call. Two strategy calls. One deck that becomes the source of truth for every piece of marketing after it.
2
I rewrite your website, your LinkedIn and your core sales assets. You copy and paste.
3
Two channels launched on the new positioning. I stay involved until the work has produced the revenue we agreed, and part of my fee waits until it has.
Results
Evolve.
A £350k-a-year Pipedrive consultancy the market read as one more Pipedrive partner. Repositioned as a Revenue Recovery System, so the value could be counted. Average order value nearly doubled.
Maddox Dixon.
£5k packages and the buyers that price attracts. Repositioned around the buyer who values the outcome. A £90k package, just over £1m in 18 months, and later the sale of part of the business.
More than 70 businesses have been through the attributable-revenue engagement, with £6.7m in revenue attributed to the work. Positioning workshops delivered for marketing teams at ASOS, Unilever, P&G and News UK.
Rated 5.0 on Google by the founders I work with
“He found an area, in an industry I’ve worked in for 10 years, that I never saw myself and I’m already seeing results after just a week of going to market.”
Matt Benn, Google review
“Understands your pain points and what you are looking to achieve and will then tailor a plan around you and your business.”
Dhilon Solanki, Google review
“Sam is a total pro. Gets straight to it.”
Hannah Fitt, Google review
Sam Jones, founder
Since 2015 I have been the marketer behind industry-leading experts. I built a five-person agency whose positioning won clients with audiences in the millions, the kind an agency that size is not supposed to get in front of, then turned the same discipline on B2B service businesses. The Niche Doctor makes consultancies, agencies and advisory firms the obvious choice for the clients they are already good enough to serve. I work with no more than ten firms at a time.
Who this is not for
Businesses that sell low-ticket to consumers. Firms that have not yet sold successfully, or are below roughly £10k a month. Anyone who wants lead generation without first fixing the message the leads will land on.