Newsletter · 20 min read

Positioning & messaging teardown, with Anthony Pierri

Emily Kramer and Anthony Pierri · MKT1 Newsletter Free Intermediate

Three real startup homepages taken apart, showing the whole chain from positioning statement to messaging to the actual sentence on the page. Seeing the translation fail in someone else's copy is the fastest way to spot it in yours.

  • Even startups that write a perfect positioning statement lose it by the time it reaches the site.
  • Point the homepage hero at your primary audience and route other ICPs to audience-specific pages.
  • The fastest way for a sales-tech company to sound like everyone else is to lead with increasing revenue.
  • New way positioning is the hardest of the four product types, because you have to build problem, solution and product awareness at once.
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It answers 2 questions

  1. What is the actual difference between positioning, messaging and copy? I keep being asked for all three and they feel like the same job.
  2. Everyone has an opinion on our new messaging and nobody can settle the argument. How do I test it instead?

Read with it

  1. The interviewing craft, not the theory: how to open so people feel safe being blunt, how to use five whys past the polite... Klue Article · 14 min read How to Conduct Win-Loss Interviews: Step-By-Step Guide Klue
  2. The cleanest statement of the boundary you are asking about: positioning is the input, and messaging, taglines and branding are... aprildunford.com Article · 10 min read An Introduction to Positioning April Dunford
  3. Walks an Indian SaaS team from positioning through story, style guide and proof, with Keka and Chargebee as worked examples... Inc42 Article · 10 min read Indian SaaS Startups' Guide To Brand Marketing Komal Ahuja
  4. The actual method: which five dimensions to score, the open questions that get useful answers, and why you test section by... Wynter Article · 13 min read What is Message Testing in Marketing and How To Do It Peep Laja
  5. Podcast · 21 min Anthony Pierri on B2B Positioning and Value Propositions Anthony Pierri
  6. Podcast · 36 min Don't review messaging internally, message test instead w/ Peep Laja Peep Laja
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