Positioning with April Dunford
So you’ve nailed your product positioning. Now what?
Aug 3, 2023
31:45
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Quick takeaways
- Craft a messaging document for consistent marketing materials based on approved boilerplate messaging.
- Ensure branding elements align with established positioning to amplify core values for enhanced market perception.
Deep dives
Capturing Positioning and Transitioning to Messaging
When the positioning process is completed, notes are captured focusing on agreement and alignment on core concepts without concerning about final messaging. Testing the positioning with a sales pitch transforms it into a narrative for validation with qualified prospects. Once a validated sales pitch is established, the positioning can move to marketing. However, rather than directly crafting messaging, it is recommended to create a messaging document containing approved boilerplate messaging for consistency in all marketing materials.
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