The Why You? Audit
A complete diagnosis of how your business positions, presents and sells itself, distilled into five priorities.
One audit. Five priorities.
A much better answer to "Why you?"
I'll examine your positioning, messaging, offers, website, sales pages, profiles and content to uncover what's making you too easy to pass over, and show you what I'd change.
When nothing is obviously wrong
But people still aren't choosing you.
The work is good. Clients are happy. Your offer makes sense.
But the enquiries, sales or opportunities still don't reflect how good you actually are.
That's when you can waste years improving the wrong thing.
Rewriting the website. Changing the offer. Posting more content. Tweaking the price. Briefing another designer.
All without knowing what's actually costing you.
Perhaps the valuable thing is buried. Your message could belong to anybody. The offer makes perfect sense but creates no lust. Your strongest proof is sitting halfway down a page nobody reads.
Or perhaps you've simply made something brilliant sound perfectly fine.
A perfectly good business can still be remarkably easy not to buy.
You're too close to see what somebody encountering it for the first time sees, and what they're completely missing.
I'm not.
I'll show you where the real problem sits, what it's doing to the business and what deserves your attention first.
What I'm actually looking for
This isn't a vibe check.
This isn't a quick scroll through your Instagram, some thoughts on your font and twelve observations you could have made yourself.
You'll answer a proper set of questions about the business, your clients, ambitions, offers and what you believe is, or isn't, working.
Then I'll examine how the whole thing works together.
Does your website make the value obvious? Do your sales pages create enough desire? Are your offers easy to understand and want? Do your profiles reflect your actual level? Does your content earn attention and lead people towards the work? Is your proof doing any actual proving?
Most importantly, do all those things give the right people a compelling reason to choose you, choose this and choose it now?
I'll show you how to make the parts that matter clearer, sharper, more persuasive and much harder to pass over.
“This audit changed the entire way I looked at my business and how I marketed it. Suddenly I saw what I was REALLY selling and how to communicate that with confidence. The small changes Matt identified and recommended have made a big difference to both my sales and how people see me and the business. It's absolute no brainer.”
Jo, wellness coach
What you get
A complete commercial diagnosis. Then a clear order of attack.
You'll receive a detailed diagnostic audit report showing you what I see, why it matters and what I would do about it.
Here's what I'll cover:
The overall diagnosis
The central problem weakening how your business positions, presents or sells itself.
Your positioning and "Why You?"
Whether people can quickly see who it's for, why it matters and why they should choose you over the other good options.
Relevance, tension and demand
Where people can understand and like what you do without feeling enough desire, urgency or reason to act.
The value and transformation
Whether the result you create is clear, tangible and worth paying for, or buried beneath familiar language and an undersold outcome.
Your offers, proof and pricing
How desirable, credible and easy to buy your offers feel, and whether the promise, proof, price and perceived value add up.
Your message and language
Where your message is strong and recognisably yours, and where it becomes vague, familiar or interchangeable.
Your website, sales pages and profiles
What the pages people use to judge you say about your value, expertise and relevance, and what would make them work harder.
Your content and attention
Whether your content earns attention, demonstrates your thinking and builds demand for what you sell.
What's being undersold
The experience, ideas, differences and proof that deserve a much bigger role across your marketing.
Your five priorities
The changes most likely to improve the impact of your website, offers, sales pages, profiles and content, in the order I'd make them.
The 'Why You?'
Audit
A complete diagnosis of how your business positions, presents and sells itself.
Your audit, written up in full.
The five priorities aren't the entire audit.
They're your order of attack.
You stop guessing.
You know what to protect, what to change and what to do first, whether you make the changes yourself or hand the audit to your writer, designer, marketer or team.
No grand reveal stretched across twelve weeks. No polite theatre. No 84-page PDF destined to spend eternity in Downloads.
Honest enough to be useful. Detailed enough to be valuable. Specific enough to act on.
When I shared a completed audit with two experienced agency founders, they estimated this level of strategic work would ordinarily cost between £2,000 and £3,000.
You get it for £297 + VAT because the format gives you the depth and judgement without wrapping it in weeks of meetings, workshops and consultancy.
“This audit is far more useful than one I paid thousands for from a very respected creative agency. Matt's feedback and strategic direction enabled us to make sharp edits to our website, sales brochures and scripts and become the bedrock of our entire content marketing strategy. I'd happy pay for it again - but don't need to!”
Stephen, edtech founder
In her words.
“I jumped into the audit with Matt because I knew there was a gap between the work that I do and the value that I bring, and the way that I've been communicating that. And I knew that gap was a real opportunity for me.
Matt helped me get much clearer on the individual business founders that I work with, the stage that they're at, and what the work that I do actually does for those business owners.
I've come away knowing what I need to work out to turn what I already know about my clients and the work that I do into a really clear offer. I've now got a much clearer structure to work from, how to position the work, who I'm speaking to, and the consequences for my clients of not doing this work.
I didn't have that clarity before the audit.
I'd recommend speaking to Matt if you feel unclear about what your offer is, how to make it compelling and how to communicate it in a way that's going to appeal to your ideal client.”
Beshlie, executive coach
The person pointing out the awkward bits
Hey, I'm Matt.
I've spent 25 years working out why some people, businesses and ideas command attention, earn preference and grow, while equally good ones disappear into the category.
I started as an award-winning business journalist. It taught me to find the interesting bit, ask the awkward question and make complicated ideas matter quickly.
Since then, I've co-founded Smarta with Shaa Wasmund MBE, built businesses with backing from Theo Paphitis and Deborah Meaden, co-founded a seven-figure training and events company and worked with organisations including RBS, NatWest, O2, Xero, Santander and Lloyds.
Today, I work with founders, experts, leaders and organisations on the positioning, messaging, marketing and content that makes their value easier to see and their business easier to choose.
I'm also a Business Book Awards judge and the author of the upcoming Why You?: How to Become the Obvious Choice in a World Full of Good Options.
Journalism taught me to spot the interesting thing. Building businesses taught me what makes it commercially valuable. Twenty-five years of brand and marketing work taught me how to make other people see it too.
Your entire business can be professionally hiding the best thing about it.
My job is to notice, and tell you what deserves your attention first.
How it works
Remarkably little faff.
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Buy the audit
No discovery call, application or mildly awkward sales conversation.
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Give me the context
Complete the questionnaire and send me the relevant links and materials.
I ask the questions. You don't have to work out what I need.
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Let me do the work
Within seven days, your detailed diagnostic report, packed with practical recommendations and five strategic priorities will land in your inbox.
Make the changes yourself. Give the audit to your team. Or ask me what I'd recommend next.
No mysterious process. No strategic hostage situation. No obligation to buy anything else.
A few reasonable questions
Is this a full rebrand?
No. You're buying diagnosis and direction rather than implementation.
The audit may reveal that bigger changes are needed. It may also stop you commissioning a pile of work you don't need.
Do I only get five recommendations?
No. You'll receive detailed observations, practical direction, examples and recommendations throughout.
The five priorities tell you where to begin.
Will you review more than my website?
Yes. Your website is only one part of how people encounter and judge the business.
I'll use your questionnaire, positioning, offers, sales pages, profiles, social media, content, proof and other relevant materials to understand how the whole thing is being seen and sold.
Will you tell me what's working too?
Absolutely. Knowing what to protect is part of making good decisions.
I won't invent problems to make the audit feel substantial or prescribe a dramatic reinvention for the sake of the reveal.
Can my team use the audit?
Yes. The report and five priorities will give your writer, designer, marketer or internal team a much clearer strategic brief.
What if I want your help afterwards?
Ask me. I'll tell you honestly whether I'm the sensible next step.
There's no obligation to buy anything else.
When will I receive it?
Within seven days of receiving your completed questionnaire and materials.
You probably don't need more ideas.
You need to know which ones matter.
One audit. Five priorities.
A much better answer to "Why you?"