The sentence a buyer repeats to their boss, and the message architecture that holds the rest of the company to it.
Most companies do not have a messaging problem, they have a decision problem. Nobody has picked who the product is for, what it replaces, and what it refuses to do. Until that is settled, every page, ad and sales call is a slightly different company. We make you pick, write it down, and build the rest of the work on top of it.
Before anything gets written or designed, we go and find out what is actually true: what you sell, who buys it, what they compared it to, and where the current work is losing them.
Positioning is a decision, not a discovery. We put the options in front of the people who can settle it, argue the trade-offs, and write down what was chosen so the rest of the work has something to be consistent with.
Then the work gets made: the identity, the pages, the collateral, the creative, the sequences. Built as a system with reusable parts, because you will need the twentieth asset as much as the first.
The system goes live on a weekly rhythm and we report what it did, including the parts that did not work. If a channel or a message is not earning its place, we recommend stopping it rather than quietly continuing.
Ranges in USD, and an order of magnitude rather than a quote. They are published so you can rule us in or out before spending a meeting finding out, which is a different thing from a price list. What moves a piece of work up a range is the number of audiences, the number of products that have to be described, how many people have to agree, and whether there is a build attached.
3 to 4 weeks
$12k to $20k
Interviews, a competitive read, the positioning decision and the message architecture, plus copy for the pages that carry the most weight. You own the output whether or not we do anything else.
6 to 10 weeks
$35k to $75k
Identity, design system, site design and build-ready specification, with the templates for the assets your team makes every week. Engineering can be ours or yours.
Build, then rolling with a 3 month minimum
$6k to $15k per month
One or two channels set up properly with offers, landing pages, creative and measurement, then run and reported weekly. We start narrow on purpose.
Rolling, minimum 3 months
$12k to $22k per month
A small standing team across positioning, design and channels, working to your priorities on a weekly cadence, with everything documented as it is built.
What the figures exclude, and the questions they usually produce, are answered in full on the services page.
There is a workshop in the middle, but the deliverable is written work: a positioning statement, a message architecture, page copy and a sales narrative. A workshop on its own tends to feel good for a fortnight and then get forgotten.
Sometimes, yes. If you can send us the positioning statement and three people in your company describe the product the same way, we will take it and go straight to writing. If those three answers differ, the copy will not fix that and we will say so.
A founder or the person who can settle an argument about strategy, plus whoever runs sales. Four to six interviews across the company, and one working session with the people who can actually decide. Anything less and the output has no authority inside your business.
Then we argue it out and you decide, because you have to live with it. We will show the reasoning and the alternatives we discarded, and if you pick a different route we will write to that one properly rather than sulking about it.
Yes, and it is most of what we do. The engineering practice at Thinkscoop is next door, so the person writing about your inference costs or your data model can get the detail checked before it is published rather than guessing.
What this line hands over
The message architecture is the deliverable this line argues its way to, and the thing every later decision on a project gets checked against. Ours is filled in from what is already on this site.
exhibit 04
positioning
Audience: founders and marketing leads at technical companies. One claim, three supports, two pieces of proof under each, and the list of what the message is choosing to give up.
primary claim
Positioning first. Then the system that carries it.
not claimed
a guaranteed cost per lead · a follower target · a channel we have not tested
The other three
Bring the product, the buyer and what is not landing. You will get a straight read on the problem, including when the answer is that you do not need us yet.
