William Davis

As mentioned in an earlier response, you can't change messaging every quarter...it won't stick and you'll lose credibilty internally/externally.  Generally, you'll want any strategic messaging you put out to last 18 months. I think updating once per year or in certain cases every 2 quarters can ...more

I think you should always consider what's happening in the market when defining any sort of messaging. What's gaining traction? What's causing you to win/lose deals? What growth opportunities are opening up?  This must factor in competition. How is your messaging differentiated from the competit...more

Any work on messaging needs to incorporate customers!  When we're working on messaging for a campaign or a broader shift in messaging, interviewing customers and getting their feedback is vital.  Often times, those conversations not only inform your messaging but also can tee up customer refere...more

When moving your messaging from product-centric to solutions-centric, you're going to bring in experts in the solutions you're trying to organize around. Whether that be industry, departmental or some other orientation, you will need the people who live and breathe these domains to ensure the mes...more

Here are two I posted earlier in this session. 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 o...more

One thing I try not to do is share content or messaging without walking the person I want to get feedback from through the context and purpose live on a call/zoom. Sending something over for feedback without the right context can be disastrous...especially if they share with others and expand any...more

Check out my answer above on how to weave competitive into your messaging.  Whether your working on messaging for a company, product, GTM motion, campaign, etc.. I think you should always weave in competitive positioning into it. Whether positioning against a vendor or against the status quo...i...more

A few thoughts on this one... I would focus less on whether your message is a certain length or tone but is the messaging serving the purpose as it aligns to your business objectives. I talked a bit about how to measure whether your messaging is working a bit earlier so take a look at that answe...more

Yes, persona messaging is a must always. I question I answered earlier has the framework I typically use for personas and an overall messaging structure.  Vertical messaging can be required if your company targets specific industries - finance, pharma, etc.  If your working with a horizontal pr...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 * [S...more