Boxed - Offer Design

Founder

Positioning & Messaging Consultant

Chief Niche Builder

LEFTFIELD

Finding and communicating your product's difference.

Treacle - Positioning your agency as the obvious choice

Strategic Director

Chief Operations Officer

Head of Creative

Founder & SaaS Onboarding Consultant

Myself

I write better emails for SaaS companies.

Freelance Writer

Receptive.io

Leading B2B SaaS companies use Receptive to build winning products by managing product feedback from their customers, their teams, and the market.

I'm in charge of Receptive's content marketing efforts - creating content for our site, and turning visitors into leads.

Head Of Content

Your confusing offer is costing you clients. I’ll help you fix it with a blend of positioning, productisation, and messaging.

You've got a problem with your agency's positioning if:

□ Prospects don't get what you actually do.
□ Your website sounds like everyone else’s.
□ Every project ends up being messy and bespoke.
□ You end up competing on price, speed, or both.
□ Sales cycles drag on for what feels like forever.

So you need to position around your agency's core use case.

Your prospects don't think in terms of fancy abstract positioning. They think in terms of use cases. They think: "How can this agency help me solve my problem?".

So we work with you to figure out your agency's own use case — your winning combo of client, problem, and solution — so that your value is instantly clear to your ideal clients.

Get our Positioning Clarity Sprint...

A 2-week process to sharpen your agency's positioning and write a new homepage that makes your value obvious.

What you get:

□ Intake questionnaires and analysis
□ 3 hours of remote workshops
□ Agency use case canvas
□ Homepage messaging on a lo-fi wireframe

Pricing: £2,500
(or £1,500 for solos)

DM me to chat about working together.

Most agencies are playing a game they've already lost.

They spend their days trying to convince people who don't want their service to suddenly want it.

Meanwhile, there are prospects out there RIGHT NOW actively looking for exactly what they do. But those agencies are so busy chasing the people who can't be convinced to be findable by those who are ready-to-buy.

Think about it...

Every hour you spend "educating the market" is an hour you're not making yourself obvious to people already educated.

Every piece of content trying to convince skeptics is content that doesn't help believers find you.

Every sales call with someone who needs persuading is a call you're not having with someone who just needs to know you exist.

The uncomfortable truth? If someone doesn't already want what you're selling, you're probably not going to change their mind.

But if someone DOES want what you're selling and can't find you? That's entirely your fault.

Stop trying to create demand. Start capturing it.

Your job isn't to convince the world they need your service. It's to be the obvious choice when they realise they do.

Joe Daniels 📦

I help agencies fix their positioning, offers, and messaging so prospects actually get it.

Does anyone else open LinkedIn on their laptop only to be distracted by LinkedIn on their phone?

Or is it just me that has a crippling addiction?

Your confusing homepage is costing you clients. So I’ll fix your messaging in two days with my Homepage Clarity Sprint.

I spent months trying to be clever with "Narrative Positioning."
And nobody knew what the hell I was talking about.

I'd explain it in discovery calls. Write long posts about it. Create frameworks around it. And people would nod politely whilst secretly wondering if they could just get help with their positioning.

The irony? I was doing exactly what I tell agencies not to do - making things complicated when they should be simple.

See, I thought I needed to create my own category. Stand out. Be different. All that positioning advice you read about being "the only one."

But while I was busy being clever, prospects were typing "agency positioning help" into Google and finding... not me.

Because I wasn't saying what I actually did.

I was too busy trying to educate people about this new concept I'd invented. Meanwhile, there were agencies out there desperately looking for someone to fix their positioning. And I was invisible to them.

The shift was embarrassingly simple.

I changed my headline from some waffle about "narrative positioning" to "I help agencies fix their positioning, offers, and messaging so prospects actually get it."

Boring? Maybe.

Clear? Absolutely.

And my pipeline completely changed. Now people find me through my content alone. They already know what I do before we even speak. They come ready to buy, not ready to be educated.

The uncomfortable truth about positioning? Your clever category of one means nothing if the people who need you can't find you.

Stop trying to be clever. Start being obvious.

What are you overcomplicating that you could just say plainly?

Joe Daniels 🟪

Recently I stumbled upon an idea that I think neatly encapsulates my entire philosophy in one snappy sentence.

And I wanted to try it on for size with you...

"Your homepage should be a landing page"

Now I realise this sounds deceptively simple. But let me unpack it.

A lot of agencies and consultants treat their homepage like a brochure. They talk to multiple audiences about multiple services and offers and give multiple next steps.

And that confuses the hell out of any prospects that land on the page.

They don't see themselves in the messaging. They don't understand whether you can help them, and what they can even buy from you. And so they disappear into the no man's land of the competitive landscape to go and find someone they know can actually help them.

That lack of clarity shows up in virtually every homepage I come across.

But when you switch your perspective and start seeing your homepage as a landing page then everything changes. Suddenly that confusing messaging makes no sense. Those multiple use cases feel like nonsense.

And you start to focus. You start to think in terms of a sharp, pointed page that clearly outlines one core use case for one target client. You stop bombarding them with all those different CTAs and you present a clear next step.

And all that means that your ideal client lands on your homepage, instantly sees how you can help them, and knows exactly what they should do next.

Your homepage stops being a messy brochure and starts being a sales tool. Your homepage becomes your landing page.

Maybe you disagree. Maybe you think this is the best thing since sliced bread. Either way I'd appreciate your thoughts.

Oh, and if you're wondering whether your homepage is confusing, why not grab a free roast of yours using the link on my profile? Consider it a christmas present.

Do you need logos on your homepage?

Conventional wisdom says "Yes! Of course you do!"

But having roasted close to a hundred homepages (phew) over the past few years there's a common mistake I see when it comes to logos.

And it's this:

People put logos on their homepage that NOBODY RECOGNISES.

Like sure, if you've worked with massive household names then logos make a ton of sense. Share away. Stick them everywhere.

But if your clients aren't going to be recognisable, then those logos aren't helping.

In fact, they might be hindering.

Because people might see a load of logos they don't know and think:

a) this mustn't be my industry
b) these guys only work with small fry

Neither of which will help make your case.

So instead I advise this:

Replace the logos with actual testimonials.

This does three things that help turn your homepage into a sales page:

1) It removes the whole "who are they?" logo problem

2) Testimonials actually build more credibility

3) Done right, they can reinforce your core message

So take a look at your homepage, scan through your logos, and ask yourself if they're actually doing anything useful.

If not, chuck them away and stick some testimonials in there instead.

---

Hi, I'm Joe and this is my attempt at a lame LinkedIn signoff. Imagine a sexy voice saying something like "You've been listening to Joe Daniels." Oh also if you want a homepage roast then send me a DM.

Okay let's dish out some free advice...

Comment on this post with a screenshot of your website's hero section and I'll tell you one way you can make it clearer.

This'll keep me busy.

Saying you're the best isn't believable.

Even if you are nobody's going to believe you.

And let's face it you probably aren't the best anyway.

But saying you're the best fit for a specific client in a specific situation?

Now that's way more believable.

And not only that but it speaks to your ideal clients in a way that makes them sit up and take notice.

Here's an example:

"We're the best SEO agency"

Yawn. Yuck. What a load of nonsense.

"We're the best SEO agency for FMCG brands trying to break into new locations"

Now we're talking. This is something I could actually believe. 

All you have to do then is show why you're the best through your POV or approach or IP.

So I guess the lesson is don't try to be the best full stop. Try to be the best for your specific client's situation.

Most agencies treat their homepage like a catalog.

When it should actually be a landing page.

Michelangelo looked at a block of marble and said, "I saw the angel in the marble and carved until I set him free."

Most agencies do the opposite.

They keep adding. More services. More industries. More capabilities. More everything.

And then they wonder why prospects can't figure out what they actually do.

Your best positioning is already there. It's just buried under all the stuff you've added because you were afraid to say no.

Think about it...

Every "we also do social media" dilutes your core expertise.

Every "we work with all industries" makes you forgettable.

Every "we can handle that too" moves you further from what you're genuinely brilliant at.

I see agencies all the time with **incredible** specialisms hidden under piles of generic offerings. Like that angel trapped in marble.

The solution isn't to build something new. It's to remove everything that isn't essential.

- Cut the services that you only do because a client asked once
- Drop the industries where you have one random case study
- Eliminate the offerings that don't connect to your core use case

Your prospects don't need another full-service agency. They need experts who solve their specific problem better than anyone else.

Stop adding. Start carving.

What's one thing you could remove from your agency's offering today that would make your positioning clearer?

If you lack positioning skills, having a great website won't help you.

You could have the slickest design, the smoothest animations, the most compelling copy. But if your prospects can't immediately understand who you help and what specific problem you solve, you've already lost them.

I see this constantly with agencies. They pour thousands into a beautiful new site. Professional photography. Custom illustrations. Award-worthy design. 

And then they fill it with "we're a full-service creative agency that delivers innovative solutions."

Meanwhile, their competitors with basic WordPress sites are winning all the good clients.

Why? Because those competitors say exactly what they do. "We help B2B SaaS companies fix their broken onboarding flows." Boom. Clear.

Your website isn't your positioning. It's just a delivery mechanism.

If your positioning is muddy, your website will be muddy - no matter how pretty it looks. But if your positioning is razor-sharp, even a basic site will convert like crazy.

I've heard of agencies who spend £30k on a rebrand and new website. Sure it looks beautiful, but does it actually help win more clients?

The uncomfortable truth? Most agencies redesign their websites when what they really need is to redesign their positioning.

Fix your positioning first. Make your website pretty later.

What would happen if you spent your next website budget on positioning work instead?

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