# Offer and positioning worksheet.

Metagon Growth Starter Kit · file 2 of 7

Many ad problems are offer problems underneath. If you can't say what you sell, and to whom, in one breath, no ad will
say it for you.

This worksheet takes about an hour. Do it with the person who talks to customers most. Write what is true today, not
what you hope will be true. Plain words only.

---

## Part 1 · What you sell.

1. What do customers actually pay you for? Name the thing, not the category.
2. What do they have at the end that they didn't have before? Describe something they can see, hold or count.
3. What is included, and what isn't?
4. What does it cost, and what does one sale leave you after direct costs?
5. How often does a good customer buy again, and what do they spend with you in a year?
6. What do you sell most of? What do you earn most on? Are those the same thing?

| Question | Your answer |
| --- | --- |
| What they pay for | |
| What they have at the end | |
| Included | |
| Not included | |
| Price | |
| Left per sale after direct costs | |
| Bought again how often | |
| Sold most | |
| Earns most | |

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## Part 2 · Who buys it.

1. Think of your three favourite customers. What do they have in common?
2. What was happening in their life or business the week they went looking for you?
3. What did they try before you?
4. Who else had a say in the decision?
5. Who is not a good fit, and how can you tell early?

| Question | Your answer |
| --- | --- |
| What the favourites share | |
| The moment they started looking | |
| What they tried first | |
| Who else decides | |
| Not a fit, and the early sign | |

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## Part 3 · In their words.

Your customers already wrote your strongest lines. You just have to find them.

Where to look: reviews, emails, chat messages, call notes, the questions people ask before buying, and the reasons
people give when they say no. Copy the words exactly. Don't tidy them up. Remove names and contact details.

| Their words, copied exactly | Where it came from | What it tells you |
| --- | --- | --- |
| | Review | The problem |
| | Email | What they want |
| | Call note | What almost stopped them |
| | Chat | Why they chose you |
| | | |
| | | |

Now sort the strongest ones:

| | Their words |
| --- | --- |
| The problem, as they describe it | |
| What they want instead | |
| What almost stopped them | |
| Why they chose you | |

Tip: prompt 2 in file 1 sorts a pile of snippets for you. Check that it kept their words.

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## Part 4 · Pull it together.

| | Your answer |
| --- | --- |
| We sell | |
| To | |
| Who want | |
| Instead of | what they do today, or the other option they consider |
| Because | a reason that is true and that you can show |
| The next step is | book, buy or ask |

Now write one sentence:

> We help **[who]** get **[result]** with **[what you sell]**, without **[the thing they dislike about the other options]**.

Then run the stranger test. Read the sentence to someone outside your business. Ask them to repeat it back in their own
words. If they can't, cut words until they can.

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## Part 5 · Proof you can show.

| Claim you'd like to make | Proof you have | Can you show it today? |
| --- | --- | --- |
| | | yes · not yet |
| | | yes · not yet |
| | | yes · not yet |

If the answer is "not yet", leave the claim out. A claim you can't prove costs trust. In some industries, such as health,
finance and law, it can cost a lot more than that, so check the wording with someone qualified.

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## Four traps.

- **Describing the category, not the result.** "We do accounting" says less than "your books done before the 10th".
- **Writing for everyone.** A message meant for everybody reaches nobody in particular.
- **Your words, not theirs.** Inside the business you say "solution". Your customers say what it fixed.
- **Features without the reason.** Every feature needs a "so that" behind it.

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Metagon Growth Starter Kit · metagon.co/growth-program