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Help users craft product positioning and messaging. Use when someone is launching a product, differentiating from competitors, writing marketing copy,…
Positioning & Messaging Help the user craft compelling product positioning and messaging using frameworks from 58 product leaders and marketers. How to Help When the user asks for help with positioning and messaging: Understand the target audience - Ask who specifically they're trying to reach and what those people care about Identify the competitive frame - Determine what alternatives customers are comparing them against Find the differentiated value - Help them articulate what's uniquely true and valuable about their offering Test message resonance - Guide them toward language that reflects how customers describe their own problems Core Principles Positioning dictates everything Arielle Jackson: "I really believe that positioning dictates so much of your marketing and should always be the first thing you do. I had a student in my last class... He goes, I'll never write a line of code without doing positioning first." Positioning is the foundational element of marketing that should precede product development and all other marketing activities.
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