The Fletch Origin Story
Rob and Anthony didn’t set out to become positioning consultants. They were just confused.
Your website should say what you sell. At least, that’s what Anthony and Rob assumed. (Poor buddies!)
So why was every B2B SaaS homepage so inscrutable? How could you scroll to the bottom and not know what you’re buying? Why did every site exclusively shout about increasing revenue?
Clearly, B2B SaaS marketing had lost its way. These companies didn’t have a copy problem. Instead, they had a positioning problem. They couldn’t say what they offered, why it’s better, or what it replaces.
And thus, Fletch was born, just as the world needed it most.
To “fletch” an arrow means attaching feathers so it flies straight to the target. Rob and Anthony put their noses to the grindstone and developed a framework to help B2B SaaS companies do just that.
And after working with over 600+ companies (and counting), they’ve positioned more products than anyone else.
As the legends say: it’s only the beginning.
We’ve worked with:
The right positioning makes all the difference
When I was CMO at a publicly traded company, we worked with Fletch and the positioning changes resulted in a 25% increase in our homepage’s conversion rate.
Lisa Cole
Former CMO, Cellebrite
Since implementing the insurance vertical positioning on our website we’ve grown our ARR 54% in the last quarter and a half.
Matthew Black
Founder, Mav
Since our work together, I’ve gone from 2 to 40+ clients in 6 months, including the most desirable startups/scale-ups out there, purely from inbound, in Paris and SF.
Theo Avoyne
Founder, Candix
The project with Fletch increased the CTR from our homepage to our pricing page by 55%.
Kamil Rejent
CEO, Survicate
FAQs
Book a callEvery engagement runs through our Homepage Positioning Sprint: a focused two-week process with our team on Zoom.
In week one, we run three 75-minute workshops. We present 4-6 viable positioning strategies, your team picks a direction, and together we refine your differentiation and messaging into an internal positioning deck.
In week two, we put that strategy to work. We rewrite your homepage copy, walk through the first draft together on a live review call, and finish with async revisions until the final deliverables land in your inbox.
The total time investment from your team is roughly seven hours across the two weeks. To get started, book a call and reserve your spot.
The total investment time from your team is roughly seven hours over two weeks.
Here's a breakdown of the time allotment required:
Before the Start:
Fill out two intake questionnaires (~30 minutes)
Week 1:
Monday - 75 minute live workshop with Fletch
Tuesday - 60 minute internal meeting with just your team (you may not end up needing it, but just in case)
Wednesday - 75 minute live workshop with Fletch
Thursday - 75 minute live workshop with Fletch
Week 2:
Tuesday - 60 minute live copy review of homepage V1 with Fletch
Wednesday-Friday - 60-90 minutes devoted to compiling feedback for async iterations
We don't do this for four reasons:
1) it would make us exponentially more expensive
2) it would make the process exponentially slower
3) we do not know your industry
4) for early stage companies, outsourcing talking to customers is the last thing we would recommend for any early stage founder to do.
We rely on you to be the subject matter experts on your customers. This project will succeed (or fail) based on how well you know them.
We recommend bringing 4-6 people (max!) from your team, ideally those who deeply understand your product, customers, and go-to-market strategy. We also ask that anyone who attends commits to being present for all the workshops.
While our output definitely can (and should!) influence your other assets, we don't provide those as part of our service. Check out our Trusted Partners for help with specific services.
Pre-work includes:
• filling out an intake questionnaire
• filling out a copywriting questionnaire
• providing us a demo of your product
• providing us a recording of a sales call (if you have one)
Depending on availability, there's usually a 2-6 week wait time to get started. If you have a website revamp or positioning project scheduled for some time later in the year, we suggest reaching out earlier rather than later in order to reserve your spot.