In this episode, I invited Craig to talk a little bit more about the role of positioning in high conversion websites, but also creating positioning and messaging that resonates with multiple personas as it often is in B2B. But finally, since he is a comedian, I wanted to touch upon injecting humor in our brand and into our copywriting, everything in between.
In this episode, we cover:
(00:00) Introduction to the Conversation
(01:10) The Importance of Positioning and Messaging
(02:25) Simplifying Your Message for Better Clarity
(03:55) Balancing Features and Outcomes in Messaging
(11:31) Team Alignment and Stakeholder Collaboration
(20:07) Validating Assumptions with Data
(28:49) Crafting Messaging for Multiple Personas
(42:40) Common Pitfalls in B2B Positioning
(46:36) Choosing the Right Market Segment
(48:21) The Importance of Repositioning
(51:41) Brand and Product Evolution
(58:06) Targeting Niche Markets
(59:19) Challenges in Creating New Categories
(01:01:06) Effective Positioning Strategies
(01:21:14) The Role of Customer Research
(01:30:41) Lowering the Barrier to Commitment
(01:31:07) Using Surveys to Initiate Conversations
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