Give a Messaging & Positioning

msg-and-pos.md

Give a Messaging & Positioning

<Your Company>

Problem

• Definition: The identification and articulation of a specific challenge, pain point, or unmet need that potential customers are experiencing. The problem statement is crucial for establishing relevance and context for the proposed solution
  • Problem(s)
    • Root Cause(s) of the problem
    • Quantifiable Impact/Consequences of the problem
    • Pain Linking (Pain of the Pain of the Pain….). Logical → Emotional

<Enter your company-specific messaging here>

Solution (What We Do and How We Do It)

• Definition: The product or service offered by a company as an answer to the customer's problem. It includes not only a description of the product or service but also an explanation of how it addresses the customer's needs effectively and efficiently.

What We Do:

• Notes: 1-Sentence to force precision and priority
• Formula: [Action Verb] + [Target Audience] + [Core Service/Product]

<Enter your company-specific messaging here>

How We Do It:

• Notes: 1-Sentence to force precision and priority
• Formula: [Our Approach/Method] + [Unique Aspect/Technology]

<Enter your company-specific messaging here>

Ideal Customer Profile

• Definition: A detailed description of a fictitious entity that represents the perfect customer for a company’s product or service. This profile includes demographic details, behaviors, motivations, and pain points, helping sales and marketing teams tailor their messaging and strategies effectively.

<Enter your company-specific messaging here>

Value Propositions

• Definition: Clear, concise statements that explain how a product or service solves the customer's problem, delivers specific benefits, and why it's better than the competition. It’s the unique value a company promises to deliver to its customers.

• Formula: [Business Drivers] + [Movement] + [Metrics]

• Value Prop #1

  • <Category>
    • <Enter your company-specific messaging here>

• Value Prop #2

  • <Category>
    • <Enter your company-specific messaging here>

• Value Prop #3

  • <Category>
    • <Enter your company-specific messaging here>

• Benefits

  • Benefit Linking (Benefit of the Benefit of the Benefit….). Logical → Emotional

Problem:	Pain	Unmet Desire
Solution:	What We Do	How We Do It
Features →	Benefits → (Not All Lead To Value Props)	Value Props
← Differentiators →

Competitive Analysis

• Definition: The process of identifying key competitors and evaluating their strategies, strengths, and weaknesses in comparison to one's own product or service. This analysis helps to position the product or service more effectively in the market.
• Notes: Need to develop differentiation & objection handling

Differentiation

• Definition: The act of distinguishing a product or service from others in the market. It involves highlighting the unique features, benefits, or value that set it apart from competitors, making it more attractive to potential customers.

• Notes:

  • Should 3 unique differentiators
  • Most of your competitors have 1, some have 2, but none should have all 3

• Formula: [Highlight Distinction] + [Connect to Client Benefits]

• Differentiator #1

  • <Category>
    • <Enter your company-specific messaging here>

• Differentiator #2

  • <Category>
    • <Enter your company-specific messaging here>

• Differentiator #3

  • <Category>
    • <Enter your company-specific messaging here>

Elevator Pitch

• Definition: A brief, persuasive speech used in sales messaging that provides an overview of a product, service, or business. The goal is to spark interest in the listener, providing just enough information to engage them in further conversation, typically within the time span of an elevator ride.

• Formula: [Problem] + [Solution] + [Value Props] + [Differentiation] + [Call to Action]

• <Enter your company-specific messaging here>