😩 when "ready to buy" turns into "maybe later"
|
→ Then there’s the referral that fizzles because your website doesn’t match the way a happy client described you. Or the content your team creates that’s all over the place because there’s no unified message guiding it.
Sales & Visibility
→ It’s the prospect who wants a “smaller version” of your service without realizing that would tank the results. (Been there and it sucks. I didn’t revisit my messaging after my first year in business, and this was the cost. 😩)
→ And it’s the sales call or proposal you thought was in the bag, until you realize you’ve spent more time explaining what you do than showing why you’re the right fit.
True story: I recently got off a sales call where I went in ready to buy, credit card practically in hand. I got off the call wondering if they were even the right fit at all and went straight to researching their competitors.
That’s the power of unclear messaging: it can take a “yes” and turn it into a “maybe” that never comes back.
→ It’s the assumptions about your services, people thinking you do things you don’t or don’t do things you do, simply because your market position isn’t obvious. And the missed visibility when potential partners, media outlets, or event organizers can’t see what makes your perspective worth featuring.
Weak messaging doesn’t just slow you down, it moves buyers toward the people who are clear.
And that’s the part no one talks about. It’s not always because their offer is better, it’s because their message was easier to understand in the moment a decision was made.
Let’s get our terms straight
I often hear these terms thrown around interchangeably, even by marketers. Is it any wonder you end up not always getting what you paid for, or not knowing what you should be asking for? Before we move on, let’s get on the same page…
Positioning (strategic): Decides where you’re going, who you’re competing with for attention, and why someone should choose you over anyone else. This includes your target audience, whether you have one or several, and how you’ll serve them better than other options.
Messaging (strategic): Turns that positioning into the core ideas you want to be known for, the beliefs you reinforce, and the problems you solve in ways that matter to your audience.
Copywriting (tactical): The execution: the words on your website, sales page, or LinkedIn post.
Your positioning shapes your messaging. Your messaging shapes your copy. And your copy is what the world sees. When one or more of those pieces is off, it shows up in every aspect of your marketing (and business)–from the way leads find you, to the way sales calls go, to whether your proposals get a “yes.” So in cookie terms…
🍪Positioning is choosing your signature cookie: classic chocolate chip or ginger molasses (my favorite)
🍪Messaging is the promise you’re delivering: warm, nostalgic, with just enough crunch to keep it interesting.
🍪Copywriting is the description that sells it: “Crispy edges, gooey center, and a hint of sea salt.”
Why positioning comes first
Would you pack for a trip without knowing the destination? Sure. But you might land in Alaska with nothing but flip-flops and a beach towel.
That’s what it’s like to write copy before you’ve nailed your positioning. You risk spending months (and thousands) saying the wrong thing to the wrong people. I wrote more about this and where I see most people get tripped up on LinkedIn. Feel free to join in the conversation over there.
Positioning gives you a strategic filter. It decides:
- where you’re going
- who you’re competing with for attention
- why someone should choose you over every other option
Without it, your copy isn’t a growth strategy. It’s an expensive gamble.
When you have the wrong message in front of the wrong people, nothing else works the way it should.
The flip side is powerful: the right message, in front of the right people, changes everything.
“We’ve been in business for years. Our positioning must be solid.”
Not necessarily. Positioning evolves as your business does, and rarely stays the same forever.
Old Spice was a decades-old “dad brand” until they realized they weren’t connecting with younger buyers. They didn’t change the product. They changed the way they positioned it. One rebrand later, sales doubled in a year. 📈
Your offer might be great, but if your positioning is dated, you’re invisible to the buyers you want most.
“Our offer is proven. If sales are slow, it’s just the market.”
Maybe. Maybe not.
Blockbuster thought the market was the problem while Netflix changed how people watched movies. Their offer was “proven,” but their positioning was stuck in the past, and it cost them everything. And most small businesses don’t get a second chance if they miss a shift like that.
We are in a time unlike any other. If someone tells you this is “just like” a past market dip, they’re wrong. It’s not just like 2008 or post-COVID. We’re in actual unprecedented times, especially in the US.
Markets change. Buyer behavior changes (Not that much. The core reasons people buy stay steady, but there are generational differences worth knowing).
One thing that doesn’t change? The need to evolve. If your sales are slow, it’s worth asking if your positioning and messaging have kept pace with your market.
“Positioning is for big companies. We’re just a small team.”
That’s exactly why it matters more. You don’t have the budget to hide bad positioning with Super Bowl ads.
Big companies can paper over bad positioning with ad spend. They can run glossy campaigns that contradict each other and still dominate market share.
Take Taco Bell. Which one is it: luxury-level value without the hefty price tag or "a chicken place that’s a taco place that’s also a chicken place"? (The latter makes me want to rip my hair out. Every time. And now it's stuck in my head...)
 |
 |
Does bad positioning “nuggatively” impact a Fortune 500’s bottom line? 🙄 Probably not. Would it for you? Absolutely.
As a solo founder or small team, can’t outspend them, so you have to outsmart them. That starts with precise positioning that makes every single touchpoint count.
“We’re already investing in branding. Do we really need to revisit messaging?”
Yes. Messaging should be part of your branding work from the start. If it’s not, you’re about to spend money making something look great without making sure it says the right thing. That’s like redesigning a storefront without deciding what you’re selling inside.
When it’s not your messaging or positioning
Sometimes the problem is elsewhere:
- Your offer: If you’ve worked with a handful of your ideal clients, gotten great results, and they loved it, you’re likely fine here.
- Your pricing: Could be too low or too high. Pricing research belongs in your positioning work, because it shapes perception.
- Your sales process: You know what to say but don’t know how to move someone from interest to action.
- Your copywriting: You know the message but don’t know how to say it in a way that converts.
This is why I don’t jump straight into writing your website. Without positioning and messaging in place, you could spend thousands on gorgeous copy and design and still watch it flop. That’s not an investment; it’s an expensive experiment.
A quick test
If your best-fit clients compared you side-by-side with your top three competitors, what would make them choose you every time?
If the answer isn’t clear, to you and to them, that’s where to start.
Think about the last three opportunities you thought were a sure thing but didn’t close. For each one, ask:
- Did they fully understand why I’m different? (positioning)
- Did my message make that difference clear and relevant? (messaging)
- Did the way I delivered it make them want to act? (copywriting)
If you don’t know where the gap is, you’re not just losing sales, you’re losing them to someone else.
Until next time,
Stacy
When you're ready, here's how I can help:
✍️ Copy Audit: Get a fresh set of eyes (mine 🙃) on your website, sales page, or key asset. You’ll walk away with clarity, confidence, and easy-to-implement fixes.
🧠 Strategy Session: Not sure what’s working, what’s not, or where to start? Let’s dig in. A past client said it felt like "therapy for her brand".
🤝 Let’s Talk: Thinking bigger? If you’re looking for done-for-you support or a more comprehensive project, let’s hop on a free discovery call and talk about what that could look like. I'm booking for October so now's a great time to chat.
👀 COMING SOON: my first digital product!
Stacy Eleczko
Smart brands skip the hacks and get strategic. Learn how to position, message, and sell—without sounding like everyone else. 👇🏻