If you removed the name of your company from your website and replaced it with a competitor’s, would the claims made still be true for that business? If so, chances are your organization isn’t leaning into your clear positioning statement.
“Most companies don’t struggle because they aren’t good at what they do,” says Katy Doss, founder and CEO of Script Marketing. “They struggle because they sound just like everyone else.”
Doss will cover how to stand out from a sea of sameness during her session, “Stop Blending In: How Clear Positioning Attracts Better Landscaping Clients” on Tuesday, Nov. 10, at 2:30 p.m. at ELEVATE.
“In this session, attendees will learn a practical framework for defining what makes their company different beyond generic claims like ‘quality,’ ‘great service,”’ or ‘years of experience,’’” Doss says. “They’ll walk away with the beginnings of a clear positioning statement they can use in their website, marketing, and sales conversations to attract better-fit clients, reduce price shopping, and create more consistent messaging across their business.”
Doss says this session is ideal for anyone who has felt like they are competing against businesses that look and sound the same as them or if they’ve ever had to lower prices just to win work.
“We’ll talk about the importance of a unique positioning statement about your business, and work through practical exercises that help attendees identify what truly differentiates them,” Doss says. “My goal isn’t for people to leave with more marketing ideas. It’s for them to leave with greater clarity about who they are, who they serve, and why their ideal clients should choose them over the competition.”
Why So Many Companies Sound the Same
The main reason so many lawn and landscape companies sound similar to consumers is that they talk about themselves rather than what matters to the homeowner.
“Nearly every website says some version of ‘quality workmanship,’ ‘excellent customer service,’ ‘family-owned,’ or ‘years of experience,’” Doss says. “Those things may all be true, but they’re also incredibly common. When everyone uses the same language, homeowners have very little to distinguish one company from another.”
When buyers have no way to distinguish between companies, price quickly becomes the deciding factor.
Some of the other weak differentiators landscape companies can lean on include ‘customer first’ or something along the lines of ‘comprehensive’ or ‘full service.’
“The problem isn’t that these things are bad,” Doss says. “It’s that literally anyone can say them. A true differentiator answers the question, ‘Why would the right client choose you instead of another excellent landscaping company?’ That’s a much higher bar than simply describing what every company hopes to provide.”
Doss recommends reviewing your homepage. If it mostly talks about the services you offer instead of whom you help, what problems you solve, and why you’re uniquely qualified to solve them, there’s likely room for stronger positioning.
Determining Your True Differentiators
When you take the time to determine what your clear positioning is, your marketing becomes more focused and more consistent. It allows you to stop trying to convince everyone and speak directly to the clients who are the best fit for your company.
“It also helps move the conversation away from price,” Doss says. “When homeowners clearly understand what makes your company different, they’re much more likely to evaluate value instead of simply comparing estimates.”
An example of a clear positioning statement is: “We’re a design/build landscaping firm serving affluent North Atlanta homeowners who want to transform underused backyards into outdoor living spaces where family and friends naturally gather. Unlike general landscape contractors, we specialize in creating fully integrated outdoor environments that combine entertainment, relaxation, and long-term functionality.”
During the session, Doss will walk attendees through the process of determining their true differentiators by asking questions such as:
- Which projects do you consistently do better than anyone else?
- What types of clients are the best fit (and the worst fit) for your company?
- What problems do you solve that other companies don’t emphasize?
- What do clients repeatedly compliment you on?
- What do competitors tend to overlook?
“Sometimes the strongest differentiators aren’t flashy,” Doss says. “They may be a specialized process, a unique area of expertise, or a very specific type of client you serve exceptionally well. The key is identifying the strengths that are meaningful to homeowners – not just meaningful to you.”
When determining what matters to your ideal clients, Doss recommends listening. This includes the questions asked during consultations, sales objections, and customer reviews.
“Those conversations often reveal what homeowners truly value, whether that’s confidence, peace of mind, communication, creativity, long-term performance, or simply knowing the project will be done right,” Doss says. “When your messaging reflects those priorities instead of industry jargon, it becomes much more effective.”
Ready to stand out in a crowded market? Register for ELEVATE, and we’ll see you in Tampa, Florida!
