The customer row
Use the four criteria from the previous eBook - reachability, decision speed, lifetime value and fit - to pick one customer for the quarter. Then write a sentence that names them in concrete terms. "Working professionals dealing with workplace stress, aged 30 to 50, within commuting distance." Not "adults wanting therapy". The sharper the sentence, the easier the channel row will be.
The offer row
One named offer with a price. The full eBook Designing Your First Offer in the Offers and Pricing category goes deeper, but for the template you need three things on the row: what it is, who it's for, what it costs. "The six-session workplace stress package, for working professionals, 540 pounds." If the price isn't on the row, the page hides the harder conversation.
The positioning statement
- For [the customer] who [the situation],
- we're the [category] that [the difference],
- unlike [the alternative].
Assembled, it reads as one sentence on the page. "For working professionals whose stress is starting to affect work, we're the therapy practice that fits around your diary and gives you tools you can use the same week, unlike open-ended weekly therapy." One sentence, three clauses. The full eBook Positioning Your Business in this category goes deeper - this row is the GTM-template version of the same idea.
Six worked positioning statements
Plumber: For landlords with five to twenty properties locally, we're the maintenance contract that prevents the Sunday-night call rather than answers it, unlike pay-as-you-go call-out work.
Therapist: For working professionals whose stress is affecting their work, we're the practice that fits around your diary and gives you tools you can use the same week, unlike open-ended weekly therapy.
Homeware shop: For people who want their living room to feel calmer, we're the shop that pairs furniture with the lighting and textiles that finish the room, unlike single-category furniture chains.
Copywriter: For B2B software companies whose homepage isn't converting, we're the copywriter who rewrites the page in a week with conversion data afterwards, unlike agencies booked three months out.
Trades firm: For homeowners planning a kitchen extension, we're the builder who gives you a fixed price and a fortnightly written update, unlike the day-rate builder who quotes by phone and goes quiet.
Coach: For first-time managers feeling out of their depth, we're the coach who runs a 12-week programme with weekly homework, unlike open-ended monthly check-ins.
The honest test of the top three rows
Read the three sentences out loud, in order. Customer, then offer, then position. If they sound like they belong to the same business, the page is working. If the offer would fit a different customer, or the position would fit a different offer, the rows aren't aligned yet. Rewrite the misaligned one.
What to do this week
Fill in rows one to three of the page. One sentence each. Read them out loud to one trusted person and ask them what business those three sentences describe. If they describe yours, the rows are done. The next chapter handles rows four to seven.
The recurring principle this chapter sits on is start with the customer. The customer row decides everything underneath. The next chapter, Channel, Budget and Timeline, takes the rows that flow from those three.
