Docfield: Before and after
Docfield came to Fletch looking for help with broadening their positioning beyond their initial target market. In order to accomplish this (without creating a vague, ambiguous message), we recommended that they take a category-based positioning approach, and play directly in the contract management space — while leading with their key differentiation (i.e. the modularity of their contract-builder).
“Working with Anthony and Brit was awesome! In the initial call, Anthony was already putting our feet to the fire and started spit-balling great ideas. The process was smooth, iterations were fast and end result was exactly what we needed. Not only did we get a great website out of our collaboration, but our conversations got our creative juices flowing on a product level as well!”
missing key differentiation
doesn't talk about the problem it solves
doesn't say exactly who it is for
leads with key differentiation
explains the exact scenario/problem it solves
highlights the solution is specifically for sales and legal teams
