Fellow list member Pranav Kale wrote in with a question related to my Value Pricing Calculator about how to value price something like positioning (shared with permission):
This is lovely Jonathan.
I have a question, which I am sure has been asked to you multiple times. I respect your time, so you can just point my to a resource that might answer this question.
How do you determine the total value of the project if the client cant put a number to it? If I am doing conversion optimization, then yes, I can give a number to the project. But what if I am helping the client with his positioning? It’s not measurable in short-run.
Yes, I have been asked this question a lot, but that’s fine! I’m happy to answer it for the rest of my life because it fundamental to my mission to rid the world of hourly billing :-)
Everything - literally everything - can be measured usefully. Not measured exactly, but measured usefully.
For more on this, read the life-changing book How To Measure Anything by Douglas Hubbard.
But to answer the specific question:
Positioning is worth a lot to people who value positioning.
The trick is finding them, and then building trust with them, so they believe that you can deliver the results they desire.