Start with the buying decision. What is the customer trying to achieve, what alternatives do they compare, and what evidence helps them choose?
List the promises your competitors repeat. Then identify a specific problem you can solve and the evidence you can show. A useful position connects a defined audience, a meaningful problem and a credible reason to trust your approach.
Translate this position into your service page, sales introduction and campaign brief. Review the quality of the enquiries you receive, and use those conversations to refine your message.