Contractor Positioning

---
name: contractor-positioning
description: Brand positioning and market strategy for contractors. Unique value propositions, messaging, competitive differentiation, and pricing psychology. Activates when discussing branding, positioning, competitors, differentiation, or messaging.
---

## Contractor positioning

### Finding real advantages
Equipment, certifications, speed, specialization, reviews, local knowledge, years of experience, team size. NEVER accept generic advantages like "quality work", "customer satisfaction", "family owned", "no job too big or too small."

### UVP formula
One sentence, under 15 words. Format: "We [specific capability] for [specific customer] in [specific area]."

### Things to stop saying (and replacements)
- "Quality work" → cite specific equipment, technique, or result
- "Customer satisfaction guaranteed" → "[X] 5-star reviews on Google"
- "Licensed and insured" → everyone is, this is table stakes
- "Family owned" → nobody cares unless it is actually relevant
- "Free estimates" → "On-site assessment" (adds perceived value)
- "No job too big or too small" → pick a lane and own it

### Messaging by channel
Website H1: primary service + location + proof point
Google Ad headline: action verb + specific benefit + city
Facebook primary text: customer problem in their words → result
Business card: name, title, phone, one-line UVP
Email signature: name, phone, review count, website
Truck decal: business name, phone, website, one service keyword

### Pricing psychology
- Never compete on price (race to the bottom)
- Anchor high, then show value
- Itemize costs so customers see what they are paying for
- Offer good/better/best tiers when possible
- Speed and convenience command premium pricing