What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?

Posted this on another similar question, but on the competitive positioning point specifically, I think there's a 'turn' in the narrative toward the end of the story where existing solutions can't solve the problem completely and it's good to have specifics on how your solution is better. But you never want to lead with the competitive view because that tends to cause a lot of friction between yourself and the customer. The goal is that the customer realizes you're a better approach to where the ...Read More

Once you are clear on the value proposition of a product/feature and/or a positioning statement for the company or product, you are ready to pull together a messaging framework that your cross-functional stakeholders (from marketing to product) can leverage.  In terms of a messaging framework, I have found that formats vary by company but all fundamentally cover a combo of key elements based on what your teams require for a successful launch (ideally delivered as a 1-sheeter or 1 slide format): ...Read More

There are a few different messaging and persona frameworks I have used for different purposes. Here are a few of my favorites.  Positioning Statement - this is typically the foundation of any product/GTM positioning.  [Target Customer] For: describe who you're targeting your product at [Statement of need or opportunity] Who: describe the pain or opportunity you're offering the target market [Product name is a product category] List your product name and the product category it belongs to [Statem ...Read More

We develop personas in three degrees depending on the need: lightweight, qualitative, and quantitative (statistical). Each of these populate a similar framework: demographic details (job title, geo if applicable, age range, etc), responsibilities/needs/jobs to be done, challenges/pain points,  Worth mentioning that a companion framework, the Ideal Customer Profile (ICP), is often created to establish firmagraphic targeting to complement.  Competitive insights are typically not included in our pe ...Read More

I use a pretty simple framework for messaging - namely, the messaging house. I typically focus on the following sections of the house (top to bottom): Brand prop, product description, customer context (the problem), Needs and wants, 3-5 value props, Benefits & features that address needs and wants(How does it work?) Competitive positioning is a great foundation for supporting messaging. FInding the intersection of the unfair advantages of your product/service and the items your customers' va ...Read More

My team and I use a Message House framework that covers the following elements: Solution/Product Naming Tagline Positioning Statement Short and Long Descriptions For the Positioning Strategy, we use a modified version of April Dunford's Obviously Awesome positioning canvas. The canvas, we have found, invites us to be more critical and thorough in our positioning strategy. It includes: Competitive Alternatives Unique Attributes Value Who Cares A Lot We inform the messaging framework with the posi ...Read More

At its most basic, messaging is about answering 3 key prompts: What is the problem facing the market today? What solution (generally) will help solve this problem? What does your product do to help solve it? To me, competitive falls squarely underneath that third bullet point. It's one thing to list the entire list of features for your product, but the real exercise in messaging is to find the differentiating features (i.e. what makes your product different from "the other guys"). Therefore, it' ...Read More

There are a lot of great frameworks out there and they all have common elements. I recommend reviewing a few and customizing to what’s relevant and actionable for your company. I like to include: our differentiated POV positioning statement (internal-facing) tag-line brand personality value pop 25/50/75 word descriptions 3 messaging pillars with core message, use case, business benefits, and proof points under each high level persona descriptions and messaging by persona Competitive positioning ...Read More

I honestly customize the framework for each company I work for, but over the year’s I've built my own since I never found anything existing that I really loved. If you want an example, message me and I can share an example. Competitive positioning is always part of the initial messaging development work, and then I do always have a section in my messaging docs on competitors to talk about competitors at a glance (and unique differentiators), which then links to more detailed competitive intel do ...Read More

The short answer is it depends. I tend to be pretty anti personas as it often ends up being a fancy exercise no one really uses. What I prefer is to have a matrix that can flex to multiple audiences as necessary of what the key messages are that I’m trying to land.  Keeping the audience in mind for this - eg who in the company needs to digest this messaging - execs for approval, an agency turning this into a video, etc - informs how to package this information out.  As far as mentioning the comp ...Read More

I dont think we should ever mention competitors directly in our messaging. Sure, you can address it directly in response if a prospect brings them up. But proactively naming competitors puts you in a defensive position and gives them undue attention. This usually doesn't work to our advantage. You could position it more generally like: Unlike (category descriptor) platforms, (our product) helps you solve for x. There are a handful of good frameworks out there. But I found that none of them perfe ...Read More

For me, the messaging and persona framework depend not only on the company but also on whatever framework the sales team uses. Aligning the messaging and personas to these frameworks helps me communicate it to the field and also makes it easier for the field to align and remember the information during the calls. For example, if the field uses the Force Management's Value Framework, I'll use that. If they use S.P.I.N or S.P.I.C.E, I'll use that. Most of the information will remain the same; it's ...Read More