Positioning and messaging: The crux of the narrative

Dahlia — Unsplash | Div

I love stories that connect and I love truly well positioned narratives. Easier said than done, says everyone in the world of product marketing. Let’s uncover the hidden traits that make it good or bad in the eyes of product marketers.

In customer differentiation, I shared our team’s framework that helped us propel from words to the story arc to the $$$ narrative.

Once our buyer personas are established, we work on what we love to do — messaging and positioning. I’ve consolidated both messaging and positioning into a single framework to be the central source of truth for all product marketing efforts, from content development to launch and enablement to press releases and announcements.

A single voice of the market and the customer is necessary to build a cohesive and consistent theme for the story arc. And that ownership lies with the PMM to be the steward and advocate for the market and the customer.

Q1. What does Good Positioning and Messaging look like?

Each time, I am amazed by the collective responses, so sharing a few other examples of good positioning and messaging.

Grammarly: Free Writing AI Assistance

• Grammarly helps you write mistake-free in Gmail, Facebook, Twitter, LinkedIn, and any other app you use. Even in text messages! Write Better in Seconds.

Slack is your productivity platform

• Messaging that means business. Slack is built for work. It’s the app where you can instantly reach your team on the go or at your desk.

Loom: Async Video Messaging for Work | Loom

• Start recording your screen and camera easily. Works on any device using Loom’s desktop and mobile apps or Chrome extension.

Airtable.com — Organize Your Work, Your Way

• Airtable is a platform for building collaborative applications. Integrate with all your favorite apps and services. Types: Content Calendar, Social Media Calendar, Project Tracker, Org Chart, Product Planning, Bug Tracker, Event Planning, User Research, Project Management.