In a crowded marketplace, the products that stand out are the ones that communicate their value clearly and compellingly. But before you can craft a message that resonates, you need to establish a strong foundation: your positioning. Positioning defines where your product fits in the market, while messaging brings that positioning to life in a way that connects with your audience. Let’s break down these two critical concepts and explore why positioning must come first.
Positioning is the strategic foundation of your product. It answers key questions about how your product is perceived and why it matters in the marketplace. A well-positioned product:
- Clearly defines what it is and who it’s for
- Identifies what it replaces in the customer’s mind
- Differentiates itself by articulating why it’s the better choice
- Aligns product, marketing, and sales teams with a unified messaging approach
According to April Dunford, effective positioning is built on seven key components:
1. Competitive Alternatives – What would customers use if your product didn’t exist?
2. Unique Attributes – What features and capabilities make your product different?
3. Value (and Proof) – What benefits do those unique attributes deliver?
4. Customer Segments – Who are your best-fit customers?
5. Market Category – What market should you be positioned in to make your value obvious?
6. Relevant Trends – What trends are making your product more relevant now?
7. A Reason to Believe – Why should customers trust you?
These seven parts work together to ensure your product is perceived correctly and stands out from the competition. Without a clear positioning strategy, messaging becomes scattered, confusing, or ineffective. Positioning must come first because it sets the strategic direction for all communication.
Once you have solid positioning, messaging is how you communicate it to the world. Messaging takes the core ideas of your positioning and translates them into language that speaks to your audience. It includes:
- The words you use to describe your product and its value
- The tone of voice you adopt to engage customers
- The key statements that define your product’s value proposition
Your messaging should highlight the truth about your product in a way that is compelling and easy to understand:
- What about the product connects with people? (Emotional and functional benefits)
- What does it promote? (Core values and mission)
- How does it benefit people? (Practical improvements in their lives)
- What drives the company to create it? (The deeper “why” behind the product)
Your customers—both current and future—should instantly recognize the difference between your product and the competition.
Many businesses offer similar products, but the way they talk about them can set them apart. Messaging itself can be a massive differentiator.
- Tone of Voice: Are you bold and disruptive? Warm and approachable? Expert and authoritative? Your tone should reinforce your product’s identity.
Example: A fitness product can say, “Get shredded in 30 days,” or “Find strength in movement.” One is aggressive, the other inviting—the tone makes all the difference.
- Simplicity & Clarity: Customers don’t buy what they don’t understand. Clear messaging eliminates confusion and builds trust.
Example: Compare “A dynamic cloud-based solution for optimizing enterprise efficiency” vs. “The simplest way to keep your projects on track.” The second is instantly understandable.
- Emotional Connection: People don’t just buy products; they buy stories and identities. Messaging should tap into emotions and aspirations.
Example: Patagonia doesn’t just sell jackets; they sell a commitment to environmental sustainability. Their messaging makes customers feel like they’re part of something bigger.
Great products don’t just exist — they actively shape how people perceive them. Positioning and messaging work together to create that perception. Positioning defines your product’s place in the market, and messaging ensures people understand and care about it.
But You Can’t Craft Positioning & Messaging in a Vacuum. To do this well, you need to understand:
- The market environment – What’s happening in your industry? What trends are shaping customer expectations?
- Your competition – What alternatives do customers have? What makes your product stand out?
- Your audience – Who are they, what do they value, and how do they talk about their needs?
When you master both positioning and messaging, you create a product that stands out, resonates, and ultimately drives sales. The right words can turn an ordinary product into an extraordinary success.
Want help clarifying your positioning and messaging? I specialize in helping SaaS Startups and ScaleUps align their product, marketing, and sales teams with a unified messaging approach that drives clarity and growth.
Let’s talk!