So you’ve nailed your product positioning. Now what?
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/