Today I dive into what to do with your positioning once you’ve nailed it. I cover:
• How to capture positioning
• How positioning makes its way into messaging
• Why you should create a messaging document and what ends up happening if you don’t
• What the market needs in order to understand our differentiated value
• How to go from positioning to branding
• How to take boilerplate messaging and apply it globally
—
If you want to skip ahead:
(00:00) How to put your new positioning to use
(01:00) A quick recap of building and testing your positioning
(02:48) The messaging document
(05:00) Messaging drift
(06:13) The contents of the messaging document
(07:24) Who should own the messaging document
(08:03) How changes should be approached
(12:38) Helping customers understand your POV
(15:08) LevelJump’s calculator example
(17:27) Postman example
(19:50) How to go from positioning to branding
(24:10) How to take boilerplate messaging and apply it globally
(27:34) Proof of value and the importance of local proof
(28:46) An example where core positioning varied regionally
(30:11) Thanks for listening
—
Where To Find April Dunford:
Podcast Website: https://www.positioning.show/
Personal Website: https://www.aprildunford.com/
LinkedIn: https://www.linkedin.com/in/aprildunford/
Instagram: https://www.instagram.com/aprildunford/
Twitter: https://twitter.com/aprildunford
—
Referenced:
• LevelJump: https://www.crunchbase.com/organization/leveljump
• Postman: https://www.postman.com/
—
Production and marketing by https://penname.co/