Positioning with April Dunford

Mastering Messaging for B2B Tech with Emma Stratton

Jul 18, 2024

Emma Stratton, Founder of a consulting firm for B2B tech, discusses the differences between B2B and B2C, the value of flexible messaging, the importance of concise tech language, and the need to avoid marketing jargon. She also shares insights on crafting engaging taglines and headlines to capture audience attention.

42:02

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Episode guests

Emma Stratton

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Quick takeaways

Understanding the differences between B2B and B2C challenges and opportunities is crucial for effective messaging.

Simplify marketing language by avoiding jargon and using punchy language for better consumer reception.

Tailor taglines and headlines to resonate with customer perspectives for impactful messaging.

Utilize tricks and formulas to make headlines more intriguing and attention-grabbing in marketing.

Deep dives

April Dunford's Expertise in Positioning and Messaging

April Dunford, an expert consultant on positioning for technology companies, discusses the relationship between positioning and messaging, highlighting the struggle companies face in translating these concepts. She invites Emma Stratton, known for her jargon-free messaging expertise, to share insights on creating impactful messaging. Their engaging conversation reveals Emma's upcoming book, 'Make It Punchy', focusing on tech messaging that resonates with audiences.

Crafting Specific and Clear Headlines for Effective Messaging

01:40

Messaging Clarity and Simplification for B2B Tech Products

03:02

Intro

2min

Exploring Emma's Background and Expertise in Brand Messaging

3min

Evolution of B2B Tech Messaging Consultancy

7min

Crafting Effective and Punchy Messaging for B2B Tech

3min

Crafting Clear Messaging for B2B Tech Companies

24min

Excitement for Upcoming Book Release on Messaging in Marketing

3min

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