POV Clinic
Find a Brand POV that Makes Your Solution the Obvious Choice
The POV Clinic is a 90-minute strategy call that will help you identify a unique point of view that’s true to your company’s DNA and resonates deeply with your target audience. We’ll talk through a guided exercise to get ideas flowing, evaluate possibilities, and then create a draft of your brand POV. You’ll come out of the POV Clinic with a powerful point of view you can have confidence in.
When Is a POV Clinic Right for Us?
The POV Clinic is designed to fix several problems you might be having:
Difficulty differentiating in a crowded market
Current POV isn’t tied to the outcomes you deliver
Messaging blends in with competitors’
Messaging isn’t resonating enough with prospects
Current POV doesn’t feel tied to your brand
Marketing feels uninspired/forgettable
What It Is
Your brand point of view is the foundation of your thought leadership.
You might be pointing out what’s changed in the world and why it matters.
You might be taking a stance on what’s wrong in your industry and how to fix it.
You might be identifying factors that prospects are missing when looking at the problem they’re facing.
It’s extremely difficult to differentiate on features in the B2B tech market. Even solutions that offer something truly unique get lost in the plethora of options because buyers can’t easily see the difference between competitors. A brand point of view helps you stand out in a sea of sameness.
Why don’t more B2B tech brands lead with point of view? It can be challenging to find a POV that’s true to your brand and also resonates deeply with your target audience. In the POV Clinic, I’ll help you get clarity and formulate a brand point of view that makes your solution the obvious choice — bringing my experience working with top-performing B2B tech marketing teams, including Sigma, Front, Bonterra, and Passport.
With a unique POV, everything marketing-related becomes much easier, from messaging to content strategy. Your POV will be a force multiplier for every initiative.
What It Includes
Discovery: Before the call, I’ll review your strategic resources, including product messaging, ICP research, and market research, so I come to the call fully prepared.
Pre-Call Guided Exercise: I’ll send you prompts and questions in an editable doc a week prior to the call. This guided exercise will get the ideas flowing and give us a running start for the session.
Session Agenda: During the call, we’ll talk through the insights you gleaned from the guided exercise and identify the most promising ideas for your point of view. I’ll walk you through an evaluation criteria to make sure the idea we choose will resonate with your target audience and point to your solution as the obvious choice. Then we’ll create a draft right there in the session. In the time remaining, we can chat through any questions you have about thought leadership or how to integrate your POV into your content.
Recording, Transcript, and Key Takeaways: The day after the call, I’ll send you the recording and transcript so you can review our insights and ideas at any time. You’ll also get a summary with action items for any next steps we discussed.
“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donnelly, Seventh Sense
Logistics & Details
Who: The POV Clinic can be a 1-1 call, or you can get your team involved — I’m happy to host up to three people in the session.
Where: Remote, via Zoom.
Scheduling: The call can be scheduled as soon as you sign the Agreement and complete payment. If you need to reschedule, I can rebook you up to three months after the original date.
Cost: $970
Payment Terms: Payment is due in full prior to scheduling.
“Laura deserves an award! We’re a small team, and Laura worked alongside us to develop a solid strategy. We can now move forward with confidence having a strong content foundation for our business. Thank you, Laura!”
Daniel Dye, Supermoon