Positioning and Messaging
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Overview
Section titled “Overview”Positioning defines who you serve, the problem, and the differentiated promise. Messaging turns positioning into audience-ready statements.
Key principles
Section titled “Key principles”- ICP clarity: segment, job-to-be-done, alternatives.
- Promise specificity: outcome, constraint, and proof.
- Message ladder: narrative → claims → hooks.
Quality checks
Section titled “Quality checks”- Positioning statement fits in one sentence.
- Hooks map to benefits and objections.
- Claims have evidence (case, metric, demo).
Common pitfalls
Section titled “Common pitfalls”- Generic promises without contrast to alternatives.
- Inconsistent tone across funnel assets.
- Overstuffed messages that dilute clarity.
When to use / not to
Section titled “When to use / not to”Use before building creative systems or ads. Don’t skip when expanding to a new ICP.