> ## Documentation Index
> Fetch the complete documentation index at: https://oratory.co/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Positioning

> How we approach messaging and copy for your website

## For positioning, we recommend Fletch PMM

If you need strategic positioning work — the kind that shapes how you talk about your product, who you're for, and why you're different — we recommend working with [**Fletch PMM**](https://fletchpmm.com).

We've partnered with Fletch on dozens of projects. Their process and ours align seamlessly:

* **They handle positioning and messaging** — the strategic foundation
* **We handle design and development** — the visual execution
* **You get wireframes with real copy**, not lorem ipsum

When Fletch is involved, we receive structured wireframes with actual messaging. We don't redesign the structure — we make it beautiful.

<Card title="Learn more about Fletch PMM" icon="external-link" horizontal href="https://fletchpmm.com">
  Visit Fletch PMM's site to learn more about their positioning approach. We can also make an introduction.
</Card>

## When Fletch isn't involved

We're not trying to replace what Fletch does. When you're working directly with us, we take a different approach:

**We iterate through a wireframe together.**

No placeholder copy. No lorem ipsum. We work with you to make sure we're talking about the right features and workflows for your product — based on the actual capabilities we can see in a demo.

What this looks like in practice:

* **Short wireframe workshops** (often 15 minutes) to pressure-test the story
* **Real copy from day one** — we write what the page actually needs to say
* **Grounded in your product** — we base messaging on what we see in your demo, not assumptions

We focus on clarity, structure, and making sure the page does its job. We're not delivering a full positioning system for sales enablement or category creation — that's what Fletch is for.

<Info>
  If you realize mid-project that you need deeper positioning work, we can bring Fletch in. It's not uncommon, and the handoff is smooth.
</Info>

## Content strategy and voice

### Tone guidelines

* **Conversational evolution**: Move away from all-caps corporate speak toward natural language
* **Confidence without hype**: Mature presentation as industry leader
* **Minimal text approach**: Focus on essential messaging over verbose explanations.

<Tip>
  Less is more. We prioritize clarity and impact over comprehensive coverage. Every word should serve a purpose in communicating value.
</Tip>

## Messaging validation and refinement

### Client feedback integration

* **Stakeholder alignment**: Ensure messaging resonates with all decision-makers
* **Market positioning**: Validate against competitive landscape and customer expectations
* **Sales process alignment**: Match messaging to actual sales conversations

### Content iteration process

* **Wireframe refinement**: Update content based on client revisions during design phase
* **Copy consolidation**: Reduce verbose content for better user experience
* **A/B messaging**: Present multiple approaches for client selection

<Info>
  Messaging evolves throughout our process. We refine based on your feedback, market validation, and alignment with your sales conversations.
</Info>

## Quality standards and deliverables

### Messaging consistency

* **Brand voice maintenance**: Ensure messaging aligns with existing brand personality while allowing evolution
* **Cross-page coherence**: Maintain consistent value proposition across all website sections
* **Template scalability**: Create messaging frameworks for future page creation

## Working with Fletch PMM

For companies wanting comprehensive positioning work, we recommend partnering with Fletch PMM:

* **Timeline**: Typically completes mid-January for comprehensive positioning
* **Deliverables**: Strategic positioning, wireframes, messaging strategy, copy foundation
* **Proven partnership**: We've done many projects together, and our processes align well

<Info>
  We've worked with Fletch PMM on many projects, and our processes align seamlessly. If you're interested in comprehensive positioning work, we can make an introduction or you can visit their site directly.
</Info>

<Card title="Learn more about Fletch PMM" icon="external-link" horizontal href="https://fletchpmm.com">
  Visit Fletch PMM's site to learn more about their positioning approach.
</Card>

## Ready to discuss your website needs?

Book a call to discuss how we'll approach messaging and positioning for your specific product and market.

<Card title="Book a free intro call" icon="calendar" horizontal href="https://oratory.co/meeting">
  Schedule your call to discuss positioning and your project needs.
</Card>