ACC
For the business whose hardest problem is that nobody knows the problem has a name.
What is ACC?
ACC is three stages: Awareness, Approach, Competence. It is a positioning structure rather than a sales one, and it fits a specific and common situation better than anything else here — you are good at something the buyer does not have a name for.
Most marketing frameworks assume the reader already knows they have the problem, and compete on being the answer. ACC starts a step earlier. Its first stage is not awareness of you, it is awareness that the thing costing them Thursdays has a cause they have not considered — and until that lands, nothing about your approach or your credentials can do any work. The order is therefore load-bearing rather than conventional. A reader who does not believe the problem exists cannot be moved by evidence that you solve it well, which is why positioning pages for new categories fail while being entirely accurate.
Where ACC Came From
A modern positioning convention with no author of record
ACC has no documented inventor. It belongs to the assembled-acronym pool, and it is worth noting that the three letters are heavily taken elsewhere — an accountancy qualification, a US athletic conference, and several unrelated business models. Search the expansion.
It is the seller-side twin of ACCA
The comparison worth drawing. ACCA — from Colley's DAGMAR — describes the four states a buyer passes through. ACC describes what the seller has to establish: that the problem exists, that you have a method, and that you can be believed. Same journey, opposite side of the table, and ACC is the one to reach for when writing about yourself rather than to somebody.
Why Competence comes last and is usually the weakest section
Deliberately last, because credentials asserted before a problem is recognised read as a CV. And usually weakest because new businesses have little proof — four clients, one nameable, no verified metrics. That is the moment when a model will happily supply a percentage, and the moment when a bracketed placeholder is worth more than any number you could write.
The 3 Slots, One at a Time
Each slot is a decision. Leave it out and the model still makes it — just without you.
The hardest stage and the one that decides the page. Make the reader recognise a cause they have not considered, without implying they have been careless — a plant manager who reads that their maintenance logs record failures but not the nine days of running hot beforehand has learned something, and has not been told off. Recognition first; the rest follows or does not.
The section where positioning pages go vague, because specificity feels like giving away the method. It is the opposite: a buyer who can picture week one can decide, and a buyer who cannot will keep reading pages that all sound the same. Describe what actually happens, not the philosophy behind it.
Experience, clients, named references. Where a claim needs evidence you do not have, write [EVIDENCE NEEDED: what would substantiate this] rather than a plausible figure. For a young consultancy this section will look thin, and thin-and-true outperforms full-and-invented with exactly the sceptical buyer you are writing for.
One Task, Before and After
The task: A positioning page for a consultancy in a category buyers cannot name. Both prompts below are scored by our free prompt checker — paste either in and you will get the same number, because the scoring is deterministic.
Write a positioning page for our consultancy.
Seven words. You get a page about a leading consultancy with a collaborative data-driven approach, written for a buyer who does not yet believe the problem exists.
Write a positioning page for a consultancy entering a category most buyers do not know exists, using Awareness, Approach, Competence. The business, and the only facts available: a two-person consultancy helping mid-sized manufacturers reduce unplanned machine downtime by improving how maintenance data is recorded, not by selling software. Both founders spent 15 years in plant maintenance. Four clients so far, one of whom has agreed to be named. No case study metrics that have been independently verified. Awareness - the hardest stage here, because the buyer does not have a name for this problem. They think of downtime as a machine issue, not a data issue. Make them aware that the thing costing them Thursdays has a cause they have not considered, without claiming they are doing anything stupid. Approach - how we work, stated concretely enough that a buyer can imagine the first month. This is where a positioning page usually goes vague; specificity here is what separates a consultancy from a category. Competence - why us, using only what is true: 15 years each in plant maintenance, four clients, one nameable. Where a claim would need evidence we do not have, write [EVIDENCE NEEDED: what would substantiate this] rather than a plausible figure. Write 700 to 900 words in three headed sections for a plant or operations manager at a 200 to 800 person manufacturer, who is sceptical of consultants and has been sold software that did not help. Work through the awareness problem before you write: a reader who does not believe the problem exists cannot be moved by competence, so the first section has to land or the other two are wasted. For example, open the Awareness section in this register: ``` Your maintenance logs say the pump failed. They do not say it had been running hot for nine days. ``` Ensure every claim about results traces to a named client or a bracketed placeholder, and prioritise making the problem recognisable over describing the service. Do not invent client names, downtime percentages, cost savings or industry statistics, and do not use the words transform, unlock or journey.
Ninety-three, the highest worked example on this site - and it proves nothing about whether the awareness section actually lands, which is the only thing that matters here.
Ninety-three — the highest on this site, and it proves nothing about the page
Two checks fall short, and the stage the framework exists for is unmeasured:
A role is present but not narrow. Worth noting what that is worth: on our scorer a two-word occupational persona earns full marks and a carefully drawn one earns the same, so the four missing points measure phrasing rather than usefulness.
The whole framework, and invisible. A first section that describes your service beautifully scores exactly as well as one that makes a reader recognise a problem they had not named. Only the second makes the other two sections readable, and no rubric can tell them apart.
A confident "proven across hundreds of clients" scores the same as four clients and a placeholder. For a young business the second is both honest and more persuasive to a sceptic, and nothing rewards choosing it.
So the test to apply yourself: read the first section as somebody who does not believe they have this problem. If it tells them what you do rather than what they have been missing, the page is written for a buyer who does not exist yet — and the rest of it, however good, will not be read.
Copy-Paste Prompt Template
Replace the bracketed placeholders with your specific details.
[The business, and the ONLY facts available — including how little proof you have] Awareness: [make them recognise a cause they had NOT considered — the problem, not your company. Without implying they have been careless] Approach: [how you work, concretely enough that they can picture the first month] Competence: [why you — only what is true. Where a claim needs evidence you do not have: [EVIDENCE NEEDED: what would substantiate this]] [Reader, length, headed sections. The first section has to land or the other two are wasted] [No invented client names, percentages, savings or industry statistics]
When ACC Fits — and When It Does Not
- Positioning for a category buyers do not have a name for.
- Consultancies and service businesses where the method is the product.
- Thought leadership, where the job is to make a problem visible rather than to sell.
- About and manifesto pages that have to do commercial work.
- Young businesses with real expertise and little provable track record.
- Products in an established category, where the buyer already knows the problem. Use FAB or AIDA.
- Direct response and conversion copy — three stages with no call to action.
- Anything transactional, where positioning is not what is being decided.
- Businesses with genuinely strong proof, which should lead with it rather than bury it.
- Short copy. Awareness needs room to make a problem recognisable.
10 Ready-Made ACC Prompts
Every prompt below was produced by the Frompting generator with ACC selected — not written by hand for this page. Each is scored by our prompt checker; the median is 85/100. Click one to open it, then copy.
A thought leadership post for a founder 72
You are a seasoned thought‑leadership writer helping a founder craft a compelling post. The post should introduce the founder’s perspective, outline a clear stance on a relevant industry topic, and demonstrate actionable expertise that positions the founder as a trusted voice. Write a concise, engaging article aimed at **[AUDIENCE: specify the primary readership, e.g., tech entrepreneurs, investors, or industry peers]**. Use a tone that reflects **[TONALITY: specify desired voice, e.g., confident yet approachable, visionary, data‑driven]**. The piece must be **[WORD COUNT: specify target length, e.g., 600–800 words]** and conclude with a brief call to action encouraging readers to **[CALL TO ACTION: specify desired next step, e.g., follow the founder on LinkedIn, subscribe to a newsletter, or join a webinar]**. Structure the content as follows: 1. Open with a hook that highlights a current challenge or opportunity that the audience cares about, establishing relevance and capturing attention. 2. Present the founder’s unique viewpoint on the issue, supporting it with brief evidence or anecdotes that illustrate insight. 3. Offer practical guidance or a framework the audience can apply, showcasing the founder’s competence and delivering tangible value. Ensure the article flows naturally, varies sentence length, and avoids generic filler. Prioritize clarity, concrete examples, and a strong, memorable closing. If any of the placeholders above are unclear, state your assumptions and ask up to three clarifying questions before drafting the post.
Positioning copy for a new consultancy 81
You are a brand strategist tasked with crafting concise brand positioning copy for a new consultancy. First, identify the core elements that will make the consultancy recognizable to its market: - Define the **consultancy’s name** and **primary service offering**. - Describe the **target audience** (industry, role, or need). - Highlight the **key insight or problem** the consultancy addresses that creates market awareness. Next, outline how the consultancy will engage the audience: - Specify the **unique approach or methodology** the consultancy uses to solve the identified problem. - Indicate the **tone and voice** (e.g., professional, innovative, approachable) that should resonate with the audience. Finally, convey the consultancy’s capability to deliver results: - Provide the **core competencies or expertise areas** that differentiate the consultancy. - State the **desired length** of the final copy (e.g., 150–200 words). Produce the brand positioning copy in a single paragraph, adhering to the specified length, and ensure it flows naturally from awareness of the problem, through the consultancy’s approach, to its demonstrated competence. [CONSULTANCY_NAME: supply the name of the consultancy] [PRIMARY_SERVICE: describe the main service offered] [TARGET_AUDIENCE: define who the copy is for] [KEY_PROBLEM: the market pain or insight to highlight] [UNIQUE_APPROACH: brief description of the methodology] [TONE_VOICE: preferred style of communication] [CORE_COMPETENCIES: list of differentiating expertise] [WORD_COUNT: exact word limit for the copy] If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
Awareness for a category nobody knows 91
You are a strategic brand campaign designer. Your task is to create a complete awareness campaign for a product or service category that is currently unknown to the public. First, craft an introductory narrative that captures attention and clearly explains what the category is, why it matters, and the core benefit it delivers. Then, develop a step‑by‑step plan that guides the audience from initial curiosity to a willingness to explore the offering, and finally to a basic level of competence or familiarity with the concept. The campaign should include: - A headline and short tagline (max 12 words total). - A 150‑word “hook” paragraph that introduces the category. - Three concise audience‑engagement tactics (each ≤ 80 words) that move the audience forward in the journey. - A final 60‑word call‑to‑action encouraging the audience to learn more or try a demo. Write the output in clear, persuasive prose, using a tone that is [TONALITY: e.g., energetic, professional, friendly] and suitable for a [TARGET AUDIENCE: e.g., tech‑savvy early adopters, general consumers]. Ensure the language is vivid, avoids jargon, and each point is actionable. If any of the placeholders above are unknown, state your assumption and ask up to three clarifying questions before finalizing the campaign. Do not include any content unrelated to the campaign narrative or the specified sections.
A manifesto page for a values-led brand 85
You are a brand strategist tasked with crafting a compelling manifesto page for a values-led brand. The brand’s identity, core values, and target audience are currently unspecified; please provide these details in the placeholders below. The manifesto should be concise, engaging, and suitable for publication on a website or in a brand guide, aiming for approximately 410-540 words. **Task:** Write a manifesto that: 1. Begins by establishing the brand’s purpose and the broader context that makes its values relevant to the audience. 2. Moves to describe how the brand intends to address that context, outlining its guiding principles and the unique perspective it brings. 3. Concludes by demonstrating the brand’s capability to live out those principles, highlighting concrete commitments or actions that illustrate its competence. **Deliverable:** A single, flowing narrative (no headings or bullet points) that follows the three-part progression described above. The tone should reflect the brand’s personality (e.g., [BRAND_TONE: specify desired voice, such as inspirational, bold, compassionate]). **Quality criteria:** - Clear, emotionally resonant language that aligns with the brand’s values. - Specific, vivid examples of how the brand will act on its principles. - Cohesive flow that naturally guides the reader from purpose to approach to demonstrated competence. **Boundary:** Exclude any mention of competitors, market statistics, or unrelated product details. [BRAND_NAME: insert the brand’s name] [CORE_VALUES: list the primary values the brand stands for] [TARGET_AUDIENCE: describe the primary audience for this manifesto] If any of the placeholders above are unclear, state your assumptions and ask up to three clarifying questions before drafting the manifesto.
An About page that positions a company 91
You are a seasoned brand copywriter tasked with crafting a compelling About page for a company. The page must quickly capture visitors’ attention, convey the company’s unique story, and demonstrate its expertise to build trust and interest. Create the copy by first establishing the company’s identity and core message, then developing a narrative that guides readers through the brand’s purpose, values, and differentiators, and finally showcasing the company’s proven capabilities and achievements. Your output should be a single, cohesive About page written in a tone that matches the intended audience and brand personality. Use the following placeholders for any details not provided: - [COMPANY_NAME: the full name of the company] - [INDUSTRY: the sector or market the company operates in] - [TARGET_AUDIENCE: primary readers of the About page] - [BRAND_TONE: desired voice, e.g., professional, friendly, innovative] - [KEY_VALUE_PROPOSITION: the main benefit or promise the company offers] - [PAGE_LENGTH: target word count, e.g., 250–350 words] If any placeholder is unknown, state the assumption you are making and proceed, or ask up to three clarifying questions before writing. **Output requirements** - Length: approximately [PAGE_LENGTH] words. - Structure: a brief hook paragraph, followed by a narrative section that expands on purpose and values, and a concluding paragraph that highlights competence and credibility. - Quality criteria: (1) clear, engaging language that reflects [BRAND_TONE]; (2) concise yet vivid storytelling that communicates [KEY_VALUE_PROPOSITION]; (3) inclusion of at least one specific example of the company’s expertise or achievement. - Exclude any unrelated marketing slogans, pricing details, or speculative future plans.
A keynote abstract 83
You are a seasoned keynote abstract writer for industry conferences. The abstract will introduce a presentation that aims to build brand recognition through a staged engagement of the audience, moving from initial awareness to actionable insight and finally to demonstrated expertise. First, consider the overall event context: the conference name, its primary industry focus, and the typical attendee profile. Then outline the central theme of the talk and the key message you want the audience to retain. Next, describe the structure of the abstract: begin with a hook that captures the audience’s current awareness of brand challenges, follow with a concise description of the approach you will take to address those challenges, and conclude with a statement of the competence participants will gain by attending. Finally, produce the abstract in a single paragraph of 150–200 words, written in a professional yet engaging tone, suitable for inclusion in the conference program booklet. Ensure the abstract: - Clearly conveys the progression from awareness to actionable insight to expertise. - Highlights the relevance to the industry audience. - Uses vivid, specific language without jargon overload. [EVENT_NAME: provide the official name of the conference] [AUDIENCE_PROFILE: describe the typical attendees (e.g., senior marketers, brand managers, industry analysts)] [THEME: specify the central theme or focus of the keynote] [KEY_MESSAGE: state the main takeaway you want the audience to remember] [ABSTRACT_LENGTH: confirm the desired word count range if different from 150‑200] If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
Introducing a new product category 83
You are a senior brand copywriter tasked with crafting an introductory piece for a brand-new product category. The copy should guide the reader from first learning about the category, to understanding how the brand’s offering meets their needs, and finally to feeling confident in adopting it. Write the copy for **[AUDIENCE: specify the primary target audience, e.g., tech-savvy professionals, eco-conscious consumers, etc.]**. Incorporate the brand’s voice as **[BRAND VOICE: describe the desired tone, such as friendly, authoritative, witty, etc.]** and highlight the core benefit **[KEY BENEFIT: state the main advantage the new category provides]**. The piece must be **[LENGTH: indicate total word count, e.g., 375-495 words]** and formatted as a single flowing paragraph without headings. Quality criteria: 1. Captures attention immediately and clearly defines the new category. 2. Persuasively connects the brand’s solution to the audience’s needs. 3. Conveys confidence and credibility, encouraging the reader to explore further. Exclude any mention of competitors, pricing details, or speculative future features. If any of the placeholders above are unclear, state your assumptions and ask up to three clarifying questions before drafting the copy.
A LinkedIn article establishing expertise 86
You are a seasoned thought‑leader writer tasked with crafting a LinkedIn article that positions the author as an expert in their field. The article should first capture the reader’s attention by highlighting a common challenge or misconception that the target audience faces. Then, smoothly transition to presenting a clear, actionable perspective that showcases the author’s unique approach to solving that challenge. Finally, demonstrate the author’s depth of knowledge and proven results through concise examples, data points, or brief case anecdotes. Write for [AUDIENCE: specify the professional role or industry of the LinkedIn readers] and align the tone with [BRAND VOICE: describe the desired voice—e.g., authoritative yet approachable, innovative, etc.]. The piece must be between 800 and 1,000 words, formatted in clear paragraphs with sub‑headings for each of the three sections described above. Quality criteria: 1. Engaging opening that immediately resonates with the audience’s pain point. 2‑3. Insightful, original viewpoint that differentiates the author from peers. 4. Credible evidence of expertise presented succinctly and memorably. Exclude any promotional language unrelated to establishing expertise, and do not reference the article’s purpose or structure explicitly. If any of the placeholders are unclear, state your assumptions and ask up to three clarifying questions before drafting the article.
A brand story for a website 80
You are a brand storytelling specialist tasked with crafting a compelling brand story for a company’s website. The story should be written for web readers, convey the company’s unique identity, and be structured to guide visitors from initial discovery through deeper connection to the brand’s expertise. Create a narrative that: - Introduces the brand in a way that captures attention and establishes relevance for the target audience. - Describes how the brand engages with its audience, highlighting the approach and values that set it apart. - Demonstrates the brand’s competence by showcasing its expertise, achievements, or impact, leading to trust and loyalty. The story is for **[COMPANY NAME: the exact name of the business]**, operating in **[INDUSTRY: the sector or market]**, and is aimed at **[TARGET AUDIENCE: primary customer segment or persona]**. Incorporate the brand’s core values **[BRAND VALUES: key principles or mission statements]** and adopt a tone that matches **[BRAND VOICE: e.g., professional, friendly, innovative]**. Write approximately **410-540 words** in clear, engaging prose suitable for a website homepage. Quality criteria: 1. The narrative is vivid, memorable, and emotionally resonant while staying true to the brand’s values. 2. The flow naturally moves the reader from curiosity to connection to confidence in the brand’s expertise. 3. Language is concise, avoids unnecessary jargon, and is optimized for web readability. If any of the placeholders above are unknown, state your assumptions clearly and ask up to three concise clarifying questions before finalizing the story. Do not include any disclaimer, legal notice, or unrelated marketing copy.
Copy for a sponsorship page 87
You are a seasoned copywriter specializing in sponsorship pages. Create compelling web copy that introduces the sponsorship opportunity, engages potential partners, and demonstrates the value they will gain by aligning with the brand. [BRAND_NAME]: the name of the organization seeking sponsors. [EVENT_OR_PROJECT]: the specific event, program, or initiative the sponsorship supports. [TARGET_AUDIENCE]: the primary audience that will be reached through the sponsorship. [SPONSOR_BENEFITS]: key benefits and exposure opportunities offered to sponsors (e.g., logo placement, speaking slots, media mentions). [CALL_TO_ACTION]: the desired next step for interested sponsors (e.g., “Contact us today,” “Download the sponsor kit”). Write the copy in three concise paragraphs: 1. Open with a vivid description of the brand’s mission and the impact of the event, highlighting why it matters to the audience. 2. Follow with a clear explanation of how partnering will help sponsors achieve their marketing and business goals, referencing the specific benefits. 3. Conclude with a strong invitation that prompts the reader to take the next step, using the provided call‑to‑action. The entire output should be between 180 and 250 words, written in an engaging, professional tone that balances enthusiasm with credibility. Ensure the language is persuasive yet factual, avoids jargon, and flows naturally. Do not include any placeholders in the final copy; replace them with the supplied details. If any of the required information is missing, state the assumption you are making and ask up to three clarifying questions before completing the copy.
Scores range from 72 to 91. They are shown as generated rather than cherry-picked — a library where every entry scores in the nineties tells you it was curated, not measured.
ACC vs the Alternatives
The buyer-side model from DAGMAR, and the closest relative. ACCA describes states a reader passes through; ACC describes what the seller must establish. Use ACCA to teach, ACC to position.
Faster and more forceful, and it assumes the reader already feels the problem. ACC is for when they do not know it exists.
For an established category with a stated need. FAB cannot help when the buyer has not articulated a need at all, which is precisely ACC's situation.
What to use once you have a customer story. ACC positions the business; BAB narrates a result.
For distribution once the positioning exists. A genuinely novel problem framing is often strong Social Currency — knowledge worth passing on.
Five Ways People Get ACC Wrong
The defining ACC failure. "We are a leading consultancy in maintenance optimisation" is awareness of a company by a reader who does not yet believe they need one. Name what they have been missing.
The awareness stage walks a line. A framing that makes a plant manager feel stupid closes the page. Describe what the data does not capture, not what they failed to notice.
"Collaborative and data-driven" describes every consultancy. A buyer who cannot picture week one cannot choose you, and specificity is not giving away the method.
The Competence stage is where a thin track record meets a helpful model. Four clients and a placeholder beats hundreds of invented ones, particularly with a buyer who has been sold software that did not work.
Experience asserted before the problem is recognised reads as a CV. It is the same information, in the wrong order, doing none of the work.
If the buyer already knows the problem, the first stage is a detour and the page will feel slow. Reach for FAB or AIDA instead.
ACC Questions
What does ACC stand for?
Awareness, Approach, Competence — a three-stage structure for positioning a business, particularly one working in a category buyers do not have a name for.
How is ACC different from ACCA?
Which side of the table it describes. ACCA (from Colley's DAGMAR) describes the states a buyer moves through; ACC describes what the seller has to establish — that the problem exists, that there is a method, and that you can be believed.
What does awareness mean here?
Awareness of the problem, not of your company. The reader should finish the first section recognising a cause they had not considered. Brand awareness before problem awareness is the most common way this framework is misused.
What if my Competence section is thin?
Leave it thin and bracket what you cannot prove. Four clients with one named reference is more persuasive to a sceptical buyer than an unverifiable claim about hundreds — and the sceptical buyer is the one you are writing for.
How specific should the Approach section be?
Specific enough that a buyer can imagine the first month. Withholding the method feels protective and reads as vagueness, and vagueness is what makes every consultancy page sound the same.
When should I use something else?
When the buyer already knows they have the problem. ACC spends its first third making a problem visible; in an established category that is a detour and FAB or AIDA will serve better.
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| Name | ACC |
| Stands for | Awareness-Approach-Competence |
| Domain | Persuasion & Conversion |
| Steps | 3 |
| Access | Pro |