Every strong brand is defined by what it refuses to say.
Your competitors list every feature, serve every segment, chase every dollar. The market sees a blur.
The Subtraction Principle
Take your current messaging. Remove the lines any competitor could also claim. Whatever survives is your actual position.
Companies keep adding until they feel safe. But safety in messaging is invisibility.
The stuff you remove creates the edges people remember.
→ Drop the generic "trusted by thousands" line
→ Drop the capability list that mirrors your competitors
→ Drop "companies of all sizes"
What's left should feel uncomfortably narrow. That discomfort means it's working.
Broad messaging feels efficient. Reaches more people, moves fewer of them.
Narrow messaging feels risky. Reaches fewer people, lands like a fist.
Your position lives in the empty space
P.S. Reply with your homepage headline and I'll tell you which words to cut.
~ Blake
3 ways I can help:
Pagetear → Copywriting studio for your SaaS
Boundset → Positioning & messaging sprint for startups
Gallopeer → Personal brand sprint for future 100k follower founders