HOW TO CAPTURE QUALITY LEADS BEFORE YOUR COMPETITORS DO:
MAKE YOUR EXPERTISE UNDENIABLE
The Dominion Messaging System (DMS) is a strategic positioning and messaging engagement that gets you shortlisted and chosen by right-fit buyers, growing your revenue while cutting time wasted on bad leads.
Justin Sarris, MBA, built and refined the DMS over five years to help fellow founders and service providers communicate their great thinking in a crowded digital space.
THE PROBLEM
You’ve spent years developing a deep expertise. You know the value of your service. But there’s a disconnect somewhere, because your best-fit customers aren’t coming to you.
Instead, they’re going to your competitors — while repeat clients and the odd referral keep your lights on.
You’ve tried agencies. You’ve tried shortcuts. Each time, the promises were big and results were thin. Lost opportunities stack up in the background like unopened bills.
You can’t hire the help you need because the pipeline isn’t steady. The pipeline isn’t steady because the marketing isn’t working. And the marketing isn’t working because it’s a dozen tactical fragments that never add up to any momentum.
The invisible tax of all this is time. Time spent disqualifying bad leads and building proposals for projects you shouldn’t take.
You didn’t build this to burn out while watching serious buyers choose someone else.
CLARITY OVER VOLUME
Most marketing teams chase more leads, as if any form submission they generate should be worth your time.
But you don’t just need leads. You need better leads — from the quality prospects you’re best fit to serve. The only way to earn their attention is to meet them where they are with the messaging you promote.
As an expert in your field, it’s easy to forget how much context your prospects don’t have.
You’ve shaped your message around your offer, not your buyer. You’ve led with features, credentials, and “how we work,” and you’ve hoped they’ll put the pieces together on their own.
But you can’t expect them to spin up the treadmill in their head just to work out why what you do is worth spending money on. They don’t see themselves in your story yet, so they’re only going to afford you a tiny space in their mind.
Your job is to fill it with something specific and desirable. You need to be deliberate in how you write and talk about what you do.
You achieve that with strategic positioning and messaging that gets you considered, shortlisted, and chosen by the people you built this for.
CAPTURE AND DEFEND YOUR MARKETING DOMINION
1) Foundry — Discover and Distill
We host workshops to surface your great thinking about your craft, offer, and best customers so we can write knowledgeably about your business.
Activities:
Discovery Questionnaire
Service-Focused Workshop
Customer-Focused Workshop
2) Fieldwork — Map the Market
We ground your assumptions in real market signals so you learn how to create clear distance from your competitors, get shortlisted fast, and win business online.
Activities:
Competitor Research
Customer and Expert Interviews
SEO Opportunity Analysis
3) Blueprint — Align the Story
We turn research into strategic, foundational positioning and messaging assets that guide your marketing for future campaigns.
Activities:
Competitor Research Summary
Brand Positioning Canvas
Service Overview(s)
Customer and Expert Interview Summaries
Persona Cards (Optional)
Strategic Recommendations & Next Steps (Optional)
4) Build — Make It Real
We produce the core market-facing copy that deploys your positioning so right-fit leads arrive pre-educated as you get considered, shortlisted, and chosen.
Activities:
Website Copywriting/Boilerplate Messaging
Web Design-Build (Optional)
Sales Enablement Material (Optional)
This process gets results:
It communicates your expertise in a commercially-viable manner.
It gets you shortlisted by prospects before they scroll past the top of your website.
It filters for fit so more right‑fit buyers arrive pre‑educated while mismatches opt out.
It aligns your marketing with what you actually deliver, improving customer satisfaction.
It protects margin by allowing you to compete on value, not price.
It compounds. Every page, proposal, and campaign performs better because they all point to the same clear idea.