You’re probably not as different as you think you are (sorry)
Ever feel like you’re in an echo chamber?
During conversations with three separate bookkeeping and accounting firms, every single said what made them different was that they do strategy; they don’t just send you a report and disappear.
But if every single one of them is saying it…?
And look, I hate having this conversation with clients. But someone needs to say it: you’re probably not as different as you think you are. Not because you aren’t, but because the way you’re talking about it is blending in.
When everyone claims the same differentiator, it stops being one. It becomes table stakes.
Most people don’t see it because they’re too close to their own messaging. And whatever your gap is, it shows up everywhere.
My own blind spot
I almost had the opposite problem with my copy audit offer. I knew I was underpricing it, but I couldn’t see why.
Two things changed that.
First, I wrapped a positioning and messaging project with a client and did a copy audit afterward to map what needed to change
The marketing director was thrilled. In his words: “This was so comprehensive. We can take the money we had budgeted to have you rewrite our website copy and use that for some of our PR campaigns.”
Yeah. That fucking hurt.
Then I was working with Kari Huske on my business strategy, and she helped me see what I couldn’t: this wasn’t just a pricing tweak. It was my positioning.
That’s when I finally realized I should just do the same damn thing I do for my clients.
So I analyzed three competitors my buyers would compare me to.
Turns out, I’d been assuming everyone did audits like I do. Not even close.
I’m not just looking at whether your words are clear. I’m looking at positioning, buyer psychology, and whether you’re differentiating on what actually matters. That’s the lens that changes everything.
And before this feels like a pitch, here’s why it matters for you:
When was the last time you actually analyzed your competitors? Not skimmed—analyzed?
If you haven’t, you’re making assumptions about where you fit. And those assumptions affect what you emphasize, what you charge, and whether you actually stand out.
Here’s how to tell if you’re getting diagnostic work or surface-level fixes
Here’s how to evaluate any feedback you get:
Does it tell you why the problem exists, or just what to fix? Surface-level feedback gives you a list. Diagnostic work shows you the root cause.
Does it connect to how your buyers think and decide, or just best practices? Best practices are generic. Diagnostic work is grounded in how your buyers actually make decisions.
Does it help you understand what layer is broken: positioning, messaging, or copy execution? If you don’t know which layer needs fixing, you’ll waste money solving the wrong problem.
Does it prioritize what matters, or give you a long list? A 21-point checklist might feel comprehensive, but if everything’s a priority, nothing is.
Use these questions to evaluate ANY vendor. When I ran my competitors through them, here’s what I found.
Most website audits solve for the wrong problem
Competitor 1 gives you detailed recommendations and a video walkthrough “clear, actionable steps you can take on your own.” It sounds super helpful, but it’s all about what to fix, with no diagnosis of why.
Competitor 2 goes further: line-by-line edits, live sessions, email support, final proofread. Done-with-you implementation, but still solving for better writing, not clarity about the root problem.
Competitor 3 offers a 21-point checklist against best practices. SEO, readability, competitor analysis. Looks comprehensive, but all evaluation, no interpretation or prioritization. Just a long list leaving you thinking, “Okay, cool. Now what?”
None of them explain why a site isn’t working or connect positioning, messaging, and buyer psychology. And they treat the website like an isolated asset.
If your positioning is off, fixing the site doesn’t fix your business.
So yes, I raised my pricing by over 100%. I finally understood what I was actually delivering.
They solve for surface-level fixes. I solve for understanding.
When you understand what’s actually broken, you stop wasting money on marketing solutions that don’t deliver results.
A $1M business that budgets 7–8% for marketing is already putting $70K–$80K behind growth. A $200K business is still investing $14K–$16K. If that spend is built on weak positioning, you’re not just underperforming, you’re multiplying the cost of every wrong decision. (Crestmont Capital)
Why surface-level fixes don’t work (and what to do instead)
You wouldn’t take Tums for months without asking why your stomach hurts. Same idea.
Hiring a copywriter when your positioning is off gives you better words that still don’t convert. Redesigning your site with misaligned messaging? Same problem, better packaging.
I know you’re busy. But here’s the thing: spending two weeks on an audit now saves you six months of rework later. It’s the difference between rewriting your website once or rewriting it twice.
And when you DO hire support, you’re not the person who wasted $15K on a website that doesn’t land. You’re the person who got the strategy right first and doesn’t have to cringe when you hand over your URL.
If you want help with this
If you’re about to drop $10K+ on marketing updates, spend less than $1k first to make sure it’s built on solid ground.
My website audit isn’t a line edit or a checklist. It’s a diagnosis of why your site and messaging aren’t converting so you know exactly where to invest (and where not to).
Here’s what’s included:
- A 30-minute intake call
- A review of your existing materials
- A full audit using my 12-point diagnostic framework
- A written report that identifies the 3-5 highest-impact issues
- A 15-20 minute walkthrough so you know what matters most, how to approach it, and what to do first
The whole process takes about 2 weeks, which could save you six months of rework and a lot of money spent fixing the wrong thing.
Until next time,
Stacy
Connect with me on LinkedIn
When you’re ready…
1. Looking for the perfect place to use those customer insights? Earn trust with stories that sell. Grab my story-first case study guide.
2. Clarity call: Not sure what’s working? Get clarity on the problem that’s been spinning in your head. (One client called it “therapy for her brand.”)
3. Website audit: A comprehensive, outside perspective to pinpoint what’s working (and why) along with your 3-5 highest leverage fixes.
4. 1:1 positioning, messaging, & copy projects Curious if it’s a good fit? Let’s chat. (Don’t worry. It’s just a conversation. No pressure or hard pitch.)
