All abbreviations and terms marked *Clickable - lead to glossary at the bottom of the page.

Positioning and UVP

Form a clear position in the market and “sharp” UVP: we study the audience, competitors’ maps and context, collect JTBD* and insights, packing messages for landing pages, advertising and sales, checking hypotheses with quick tests.

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What gives you a strong positioning

Without a clear definition of who we are and why we are trusted, marketing becomes expensive, and we create a framework: who we sell, what pain we relieve, what we are different from, and how to prove it, and the result is higher conversions, shorter transaction cycles, easier to scale channels.

                    Business effects
                    +15-40% to conversion of landing pages and advertising campaigns.
Reduce CPL/CPA by using relevant messages and offers.
A single brand language for marketing, sales and product.

                

All theses are confirmed by “evidence” – facts, figures, certifications, cases, reviews and comparisons.

1st position - one market/segment

3–5 key messages

2 weeks before the traffic test

JTBDVPCMSSG Map Proof StackA/BGo-to-Market

Tools and artifacts

Research and segmentation

JTBD interview* and marking of triggers/barriers.
Value Proposition CanvasPain, gain, jobs, value propositions.
Segments: industries, roles, maturity stages, CLV potential.

                    Competitive card
                    The price × functionality/service matrix and differentiation points.
Deconstruction of UVP competitors, “red oceans” and niches.
Table stakes vs. Signature features.

                

Message system

Messaging Map*: The main message → corroborating → evidence.
Tone of Voice, vocabulary of benefits, forbidden language.
Offer templates and callouts for advertising/landings/letters.

Evidence and packaging

Proof Stack*: figures, certificates, reviews, comparisons, benchmarks.
Commercial factors: SLA, implementation, support, warranties/risks.
Visual patterns: “how it works” and “before/after” schemes.

                    Field tests
                    A/B tests of headlines and offers on landing.
Test campaigns by segments: CTR, CPL/CPA, lead→sale.
Interview after conversion: what “hooked” what was missing.

                

                    Message brand
                    The Positioning and PDF/Notion Guide.
A library of messages and evidence by segment.
Scripts for sales/support and FAQ objections.

                

Type kit
                JTBD/Interview
                VPC
                Competitive Map
                Messaging Map
                Proof Stack
                Landing Kit
            

How development works

(1) Brief and objectives

Markets/niches, audiences, KPI (CR, CPL/CPA, win-rate, time of transaction), constraints and hypotheses.

(2) Research

Interviews with clients and “lost” leads, analysis of reviews / forums, maps of competitors.

(3) Strategy and TSA

We formulate the position, the UVP and 3-5 key messages; we collect Proof Stack and objections.

(4) Packaging and testing

Landings/ads/letters, A/B tests, data adjustment, guide to messages.

(5) Rollout

Sales training, integration into CRM scripts, unified texts for the site and presentations.

What do you get?

                    Documents
                    Positioning strategy and UVP (1–2 pages short + full version).
Messaging Map by segment (pain→claim→proof→callout).
Brandbook Messages and FAQ Objections.

                

                    Materials
                    Headline/offer templates for landings and advertising.
Examples of the blocks "Evidence", "Why we", "How we work".
Call/Sales Scripts and Customer Success.

                

                    Metrics and tests
                    A/B test plan and success criteria (CR, CTR, CPL/CPA, win-rate).
Dashboards of results and recommendations for scaling.
Plan updates UVP once a quarter (versions and hypotheses).

                

                    Examples of KPI
                    E-commerce: CR landing, AOV, returns.
SaaS: signup→activation, D7/D30 retention, MQL→SQL→Win.
B2B services: CPL/CPA, transaction speed, share of wins in tenders.

                

Get an estimate and a plan

Cases

SaaS Platform: From Functions to Exit

JTBD interviews showed that the key motivation was to “reduce time to results.” Reformatted the UVP and headlines, added evidence of speed of implementation, resulting in +24% to signup→activation, -17% CPL.

E-commerce: a competitive niche

The competitor map revealed a blank niche of "presence warranty + quick replacement," added a 48-hour service section, expanded FAQ/evidence, totaled +18% CR, 12% re-purchase growth.

B2B Integrator: Tenders

Focused on “downtime migrations”, packed cases and SLA. Win-rate in the short list rose from 21% to 36%.

Checklists

                    Positioning
                    One audience and one “main outcome” per page/campaign.
The answer to “why we” is 1-2 differentiators, supported by facts.
We are a “who/when/why” and not “for everyone.”

                

                    TSA on the landing
                    Headline = client outcome, subhead - how to reach + deadline / figure.
The “Why Believe” block: 3-5 proofs (digits/cases/certificates).
The “Who is suitable/not suitable” section to cut off excess traffic.

                

                    Communications and sales
                    A single vocabulary of benefits, without jargon and empty promises.
Map of objections: “expensive/long/risks” → answers with numbers.
Call-to-Action with a clear next step and low friction.

                

                    Launch metrics
                    CR by segments/channels, CPL/CPA, win-rate, NPS after purchase.
Heat maps/scrolls, poll "why chose us."
Iteration of messages every 2-4 weeks according to data.

                

Signal.	Threshold	Action.
High traffic, low CR	CR below benchmark by 20%+	Recheck the UVP / headline, compare with the segment and offer
Lots of clicks, few leads	CPL is growing 15%+ week-to-week	Change the promise/creative, reinforce the evidence on the first screen
Long transaction cycle	> median by 25%+	Add “proof of simplicity/timeliness” and prepare a ROI list

FAQ

How long does it take to develop?

Usually 7-14 working days: interview and analysis → strategy and UVP → packaging → traffic tests.

Do I need interviews with clients?

6-12 in-depth conversations on JTBD provide the client’s language and real barriers/triggers to the message.

How do you test hypotheses?

Quick A/B tests of headlines/offers, post-conversion surveys, lead-to-deal analysis and segment cohort response.

What do you give the team?

Ready strategy, brand message book, templates landing / ads / letters, a map of objections and a test plan.

Decoding of terms

JTBDJobs to Be Done – The client’s context and work.
Value Proposition Canvas: Comparison of pains/gains/jobs with value propositions.
Messaging MapMessage and evidence map for segments.
Proof Stack: a set of evidence (digits, certificates, cases, comparisons).
UVP (UVP)Unique trading offer – a brief explanation of value and differences.
Win-rate: the percentage of trades/tenders won.
CLV/LTV: lifetime value of the customer.
CPL/CPA: cost of lead/attraction.

Are you ready to take a clear position and “hack” your customers?

We do research, we do strategy and we do TPP, we pack messages and we test traffic, we give you artifacts that you can understand for marketing and sales.

Request an audit and work plan