In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging.
You will learn:
* How B2B and B2C are different and each comes with their own unique challenges and opportunities.
* How to differentiate between positioning, messaging, and copywriting.
* The value of flexible messaging across different channels.
* The importance of being concise in marketing messaging, particularly in the tech industry.
* How punchy language is easier for consumers to absorb and remember, making it more effective in conveying complex ideas.
* Why marketing professionals should avoid jargon and overused words like "leverage," "utilize," "transform," "accelerate," and "game changer."
* Why some people struggle with narrowing down on a specific customer persona.
* How taglines and headlines need to speak to customer perspectives.
* Formulas and tricks to make your headlines more interesting and attention-grabbing.
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If you want to skip ahead:
0:01 Positioning and messaging in B2B.
8:32 Marketing terminology.
13:04 Using simple language in marketing and avoiding jargon.
17:20 Tech language clarity and messaging for specific customer types.
22:18 Messaging for technical products.
30:27 Emma’s book about messaging and marketing.
35:29 Messaging strategy.
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Connect with Emma Stratton.
Emma’s LinkedIn: https://www.linkedin.com/in/emma-stratton-punchy/
Punchy: https://punchy.co/
Learn about Emma’s book, Make it Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, which will be published in September 2024: https://punchy.co/book/
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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:
Work with April: https://www.aprildunford.com/contact
April’s newsletter: https://aprildunford.substack.com/
April’s LinkedIn: https://www.linkedin.com/in/aprildunford/
April’s Twitter/X: https://twitter.com/aprildunford
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Mentioned in this episode:
* Made to Stick: Why Some Ideas Survive and Others Die, a book by Chip Heath and Dan Heath: https://amzn.to/4cNPDsx
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Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”
Amazon US: https://amzn.to/49l0ZRY
Amazon Canada: https://amzn.to/4ac9hgt
Amazon UK: https://amzn.to/3vosDzQ
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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.
Podcast website: https://www.positioning.show/
Subscribe on Apple Podcasts: https://apple.co/3PFHcWx
Subscribe on Spotify: https://spoti.fi/4aqyDqI
Subscribe on YouTube: https://www.youtube.com/@positioningshow
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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com
Positioning with April Dunford