What frameworks do you rely on when creating messaging and positioning? How might these frameworks differ if creating messaging and positioning from scratch vs. updating existing messaging and positioning?

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4 Answers

Messaging Frameworks

Liza Sperling

Monte Carlo Vice President Product Marketing • 5y

There are a lot of frameworks and approaches to positioning and messaging, but I’ve found that a simple document including the following elements is most effective: Tell the story: Starting with a narrative acts as a forcing function to ensure you’ve thought through the positioning and can tie it all together in straightforward, customer-facing language. Amazon’s internal press release is a good framework to get started. What is it? A single sentence that describes the offering. No fluff. Keep i ...Read More

6,061 Views
Vidya Drego

SmithRx VP of Marketing | Formerly HubSpot, LinkedIn, Salesforce • 4y

We use a messaging ladder (a slightly customized version of many i've seen online) but are increasingly using a broader framework to connect our messaging to the buyer journey. The framework we use to structure the messaging doesn't dictate how often we update the messaging. For this, we try to anchor our positioning on our product vision at least 1 year out and figure out evolutions to our messaging that help us realize that long-term positioning.

3,984 Views
Alissa Lydon

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 3y

There are a few key components of messaging that are crucial, no matter what framework you are using: Define the problem statement. What is happening in the market that necessitates your solution, and what are the business impacts? In an ideal world, what does the solution look like? This shouldn't mention your product at all, but instead should be more of a point of view. This is helpful when determining what your thought leadership should focus on. What is your solution? This includes short bi ...Read More

636 Views
Kashyap Patel

Druva Sr. Director, Product Management • 3y

I have relied on the Message House and the Positioning Canvas (from April Dunford's book as well as PMA) for my work in the PMM field. These frameworks are quite well-known and there are a lot of examples available on the internet too. They do not differ as such when it comes to creating something from scratch or updating existing ones. These frameworks give you a structured thinking process that you go through when filling it up. So that you can arrive at a core value prop that is backed by fac ...Read More

310 Views