Why Most Fail & How You Can Stand Out
Here's the blueprint to break through the noise and get fully booked.
Most "productized services" are forgettable templates waiting to be ignored.
I've spent years testing what actually works (not just what's trendy on Twitter).
Here's the exact framework that's helping service providers book out months in advance without constant marketing hustle.
1. The Positioning Secret: Be Unmistakably Specific
Ever notice how everyone's offering the same tired packages?
"Logo design in 48 hours!"
"Unlimited revisions for one monthly fee!"
"Complete website audit in a week!"
They all blend together in a sea of sameness. Your potential clients can't tell the difference, and frankly, neither can you.
But what if you could position your service so distinctly that clients come to YOU already pre-sold?
The difference between forgettable and unforgettable? Precision.
Try this fill-in-the-blank formula that's transformed my clients' businesses:
I help [WHO] solve [SPECIFIC PROBLEM] by [UNIQUE APPROACH OR BELIEF].
When done right, your dream client should feel like they're reading their own thoughts on the page: "Finally, someone who gets ME."
Consider this transformation:
BORING: "I help coaches build their brand." (Joining the chorus of 10,000 others)
COMPELLING: "I help introverted coaches attract premium clients without showing up daily on social media."
See the difference?
The second one speaks directly to a specific pain point that a specific person is experiencing.
They're nodding along as they read.
2. The Authority Accelerator: Your Signature Process
Want to instantly 100X your perceived value?
Name your process.
A signature methodology shows you've done this enough times to systematize it, which signals reliability, predictability, and results.
Some examples that command premium pricing:
→ The IKEA Effect: People trust what they helped build
→ The Netflix Model: Bingeable, predictable, addictive content delivery
→ The MeetAnders System: For marketers who are not designers but need to look professional
Even something simple like "The 3-Part Client Magnet Map" or "The Website in 3 Weeks Plan" transforms invisible work into something tangible.
People don't buy services.
They buy clarity and certainty.
3. The Contrarian Advantage: Stand Against the Status Quo
Every industry has its "best practices" that everyone follows without question. But what if these accepted norms are actually holding businesses back?
Finding your contrarian angle isn't about being different for difference's sake.
It's about challenging assumptions that no longer serve your clients.
The Contrarian Formula That Attracts Attention
Take the dominant belief in your industry and flip it:
Industry Says: "You need to post on social media daily to stay relevant."
Your Contrarian Take: "Posting less frequently but with deeper insights creates more engagement and authority."
Industry Says: "SEO is the best way to attract clients."
Your Contrarian Take: "Creating a small, invite-only community builds stronger relationships than anonymous search traffic."
The key is to back your contrarian position with genuine conviction and results.
How to Develop Your Contrarian Angle
List the "rules" everyone follows in your industry
Ask yourself: Which of these aren't actually helping clients achieve their goals?
Document your alternative approach and the results it produces
Build your messaging around this key differentiator
Real-World Contrarian Success
Basecamp
When every project management tool was adding more features, they deliberately removed features and simplified.
Why it works: In a world of bloated software, they positioned as the antidote to complexity, an immediate relief for overwhelmed teams.
Email Mastery
While everyone pushed "email is dead" and "social media is king," this consultancy doubled down on email marketing as the primary client acquisition channel.
Why it works: As competitors abandoned email expertise, they dominated the space by going deeper than anyone else.
The bolder your contrarian stance, the more magnetic your positioning becomes to the right clients.
When everyone goes high, the one who goes low gets noticed.
4. The Category Creator: Own a Space No One Else Claims
The most profitable position isn't being the best in an existing category.
It's creating an entirely new category where you're the only logical choice.
Think about it: Which is easier?
Being the 843rd "brand strategist" fighting for attention
Being the first "Brand Archaeologist" who uncovers hidden brand assets
Category creation isn't just renaming what you do.
It's fundamentally reframing the problem and solution.
Here’s how:
The Four-Step Category Creation Framework
Identify the gap between what exists and what should exist
Name the new category using unexpected but intuitive language
Define the rules and boundaries of this new space
Educate the market on why this category matters
Examples of Brilliant Category Creation
The CRO Therapist
Not just another conversion rate optimizer.
This consultant positions themselves as someone who addresses the psychological barriers preventing website visitors from converting.
Why it works: It transforms a technical service (CRO) into an emotional solution (understanding why people don't buy).
Podcast Ecosystems
Instead of offering podcast production services, this company builds "audio content ecosystems" that turn one podcast into multiple content formats.
Why it works: It elevates the conversation from "making a podcast" to "building a content system", a much higher-value proposition.
How to Know Your Category Is Working
You know you've created a viable new category when:
Prospects ask, "What exactly is that?" with genuine curiosity
You can charge premium rates because there's no direct comparison
Competitors start mimicking your language and approach
Pro tip: Register a domain with your category name. When you own "[YourCategory].com," you literally own the space.
Creating a category doesn't happen overnight, but when it clicks, you'll never compete on price again.
5. The Radical Guarantee: Put Your Money Where Your Mouth Is
In a world of overpromises and underdelivery, nothing differentiates like putting real skin in the game.
Most service providers hide behind vague promises: "We'll improve your results" or "You'll love our work."
But what happens if you don't deliver?
The radical guarantee flips this around completely.
Why Guarantees Are Positioning Gold
A bold guarantee:
Instantly reduces perceived risk for clients
Forces you to truly understand your delivery process
FIlters out clients who aren't committed
Signals supreme confidence in your abilities
The Gradient of Guarantee Power
My favorite part of guarantees is giving them levels like in a game.
Here's how guarantees can position your service:
→ Level 1: Satisfaction Guarantee
"If you're not happy, we'll revise until you are."
(This is the bare minimum, everyone should offer this)
→ Level 2: Results Guarantee
"We guarantee a 20% increase in conversions or your money back."
(Now you're speaking in concrete outcomes)
→ Level 3: Inverse Risk Guarantee
"If we don't deliver on time, we'll pay YOU $500 for every day we're late."
(This is where positioning power really kicks in)
→ Level 4: The Insane Guarantee
"If we don't double your leads in 90 days, we'll work for free until we do AND pay for your ads."
(Reserved for those who truly know their systems work)
The Anatomy of an Effective Guarantee
A positioning-strengthening guarantee has these elements:
Specific metrics that define success
Clear timeframe for achieving results
Meaningful compensation if you miss the mark
Simple verification process everyone agrees on upfront
Real Examples That Convert Like Crazy
Let's examine services that are crushing it right now:
Superside
They don't just offer "design services." They've positioned as a design-as-a-subscription specifically for fast-moving creative teams.
Why it works: They speak directly to in-house marketing departments that need flexible design resources that can scale with their growth. The subscription model removes the friction of project-based hiring.
Clean Up My Canva
Yes, this is real, and brilliant. They organize messy Canva accounts for overwhelmed teams.
Why it works: It's solving an embarrassing, painful problem most businesses don't even realize is costing them thousands in wasted time. The specificity makes it an immediate "YES" for the right client.
The Launch Mechanic
Outreach and SEO services built like a fast-food menu.
Choose your service, pay, and done.
Why it works: Productized content and link building made ridiculously easy for agencies. No quotes, no calls, just scale.
The 24-Hour Transformation Plan
Here's exactly what to do in the next day to stop blending in:
Rewrite your positioning statement using the formula above
Break your service delivery into 3-5 named steps (even if you've never formally done this before)
Identify ONE weird, specific problem your ideal client faces that nobody else is addressing
Package a solution specifically for that problem
The hard truth: You don't need to be the best. You just need to be the most specific.
Be known for something singular. Then sell that one thing on repeat until you're booked solid.
Are You Ready to Make This Shift?
If you’re tired of feeling stuck in the feast-and-famine cycle, it’s time to think bigger.
👉 The Gap Spotter will help you identify services that differentiate you from others and productize them, so you can stop trading time for money. Grab it here.
What specific pain point are YOU solving that nobody else is addressing? Share in the comments, I read and respond to each one.