The Specificity Audit

Lesson 2: The Identity Filter

I was reviewing a landing page for a B2B consultancy last week. The headline claimed they help businesses unlock growth through innovative solutions. I spent five minutes reading their copy and still had no idea what they actually did or who they did it for. They sounded exactly like every other firm in their category. This is the identity crisis that kills premium pricing. When you sound like everyone, you are compared on price alone.

The Lesson?

Generalization is a tax on your revenue. If your positioning is broad enough to include everyone, it is too weak to attract anyone willing to pay a premium. You cannot build a brand that commands double the market rate if your identity is a collection of corporate platitudes. You need a filter that dictates not only what you say, but how you say it. Positioning is about sacrifice. You must decide who you are not for before you can effectively speak to those you are for.

The Framework: The Specificity Audit

This framework requires you to define your audience, your outcome, and your unique method with ruthless precision. It then pairs that with a defined voice to ensure consistency across every touchpoint.

The first part is the 60-second test. You must be able to state: We help [specific audience] achieve [specific outcome] through [unique method] so they can [ultimate benefit]. A specific audience is not small businesses; it is SaaS founders with 10 to 50 employees. A specific outcome is not growth; it is predictable revenue without burning out.

The second part is your Voice Definition. You define your brand by stating: We are [personality trait], so we sound [tone], not [opposite tone]. For example, if you are approachable, you sound friendly and helpful, not corporate and intimidating. This sentence serves as the filter for every piece of content you produce.

The Action Step

Fill in the 60-second test today. If you cannot do it in under a minute without using words like growth, quality, or solutions, your positioning is broken. Once you have that, define your voice sentence. Audit your last three emails or social posts against that sentence. If they do not match, rewrite them.

The Bridge

The most effective way to find your specific audience and voice is to look at your existing evidence. When you use SayAbout.us to collect feedback, look for the specific words your customers use to describe their wins. Those words are the foundation of your specificity. The tool captures the raw language of your brand identity so you do not have to guess.