Hi DIRTbag*,
I’ve got a milestone birthday coming up. Not 30. Not 50. The one in the middle.
When my husband, Kieran, asked what I wanted to do to celebrate, I said:
"Something small and casual. Maybe a nice dinner at home with you and the kids."
That was three months ago.
This "small and casual dinner" has now snowballed into an adults-only house party. With a DJ. And disco ball. And miniature beverage vessels (read: shot glasses).
Deep down, I always wanted a party, but “small dinner” sounded safer.
AEC tech founders do this too.
They say they want a “simple rebrand”.
To which I say…
Mate. You don’t want a simple rebrand, you want people to take you seriously and so they understand why you’re the obvious choice.
And that starts with clear positioning and solid messaging.
Let’s party dig in.
(*DIRTbag = someone who is forward-thinking, slightly rebellious, and done with generic industry garbage.)
Want a free audit of your AEC tech homepage?
On July 17th at 8am (AEST), I’m teaming up with Niknaz Aftahi, Founder of aec+tech, for a live, hands-on session for AEC tech companies whose value is buried under vague headlines and feature lists.
We’ll dig into how clearer positioning can make your product easier to understand.
As part of this session we’re doing a LIVE review of THREE homepages.
And we’re looking for volunteers.
If you want to throw your hat into the ring:
Hit reply - with your website URL + a one-sentence description of what your platform does.
Quick + dirty
- We’re obsessed with these customer stories. Proof. Subheadings. 10/10.
- This AEC tech tool understands the power of positioning.
- A cracking benefit-focused website tagline.
DIRT dissects
Tiny change. Big difference.
The "we" to "you" flip.
Stop centering your website messaging around your firm. Center it around your client.
"We automate your procurement process" → "Your team stops chasing purchase orders."
"We've completed over 200 builds across Australia" → "200 builds. Yours could be next."
"We are committed to safety on every site" → "Your crew goes home safe."
Overheard.
… AT FUTUREBUILD (SYDNEY) CONFERENCE
Attendee: "Do you offer BIM integration?"
Sales rep: "Yes, absolutely. BIM is a huge part of what we do."
Attendee: "Great. How does it work with your platform?"
Sales rep: "So BIM - Building Information Management - basically allows you to..."
Ooof.
It’s modelling bro. Not management.
This is not a dig at the sales rep. But rather, a dig at every company that sends people to conferences without a clear, consistent story to tell.
When your team can't agree on what your own acronyms stand for (LOL!) you've got a positioning problem.
DIRT exists for exactly this moment… before the conference.
We nail your positioning, distil it into a story that your whole team can carry and then make sure that when someone asks what you do, every person in your company says the same thing. Clearly. Correctly. Convincingly.
