Positioning vs Messaging vs Copywriting

Understanding the Differences: Positioning, Messaging, and Copywriting

Positioning, messaging, and copywriting are often used interchangeably in the world of branding and communication, but they are distinct concepts that play crucial roles in defining a company's success. Let's break down the key differences between these three elements, as explained by Silky Agarwal in the "Positioning Messaging Copywriting" document.

Positioning: Where You Win

Positioning is about determining where your business can succeed in the market. It defines what your brand stands for and how it is perceived by your target audience. Positioning answers questions like:

• Which buyer type do we focus on?
• What unique benefits or pain points do we own?
• What differentiators do we bet on?

In essence, positioning determines what a brand wants to be known for. It’s the foundational layer that sets the direction for all other communication efforts.

For example, a SaaS company might decide that its positioning is to serve businesses with lean finance teams by focusing on their unique needs, like error detection and pay-per-unit pricing. This distinction helps them stand out in a crowded market by targeting a specific audience.

Messaging: Explaining How You Win

Once positioning is established, messaging builds upon it by crafting the specific language used to communicate the brand’s value to different audiences and in various contexts. Messaging is all about explaining how a business wins in particular scenarios, whether it’s a website, sales pitch, or product page.

Messaging addresses:

• Which buyer subtype should I focus on for this web page?
• What benefit should I lead with when comparing my product to competitors?
• What differentiators should I highlight at a trade show booth?

For instance, if a company is presenting at a financial services (Finserv) conference, the messaging would be tailored to emphasize how their product benefits that specific sector. This may involve honing in on industry-relevant differentiators, such as enhanced error detection for financial reporting.

Copywriting: How to Say It

Copywriting is where creativity meets strategy. It’s about finding the best way to convey the brand’s message in a compelling and memorable manner. Copywriting focuses on the tone, language, and style used to deliver the message effectively.

Questions copywriting answers include:

• How do I speak to retailers with lean finance teams in a hero heading?
• How do I lead with this unique benefit in a comparison heading?
• How do I highlight this differentiator in a booth backdrop?

For example, a straightforward copy might say, “Find every tax error.” But a more engaging version might use a metaphor: “Find tax errors like needles in a haystack.” The same message, but expressed in a way that resonates emotionally with the audience.

The Difference Between Positioning, Messaging, and Copywriting – And How to Get Them Right

In product marketing, positioning, messaging, and copywriting play unique yet interconnected roles. Understanding their distinctions is essential for crafting a brand story that resonates and drives growth.

Positioning vs. Messaging vs. Copywriting

• Positioning defines where a product fits within the market. It outlines who the product is for, its purpose, and how it stands out.
• Messaging provides clarity on what is communicated about the product.
• Copywriting adds creativity to deliver that message effectively.

Together, these elements create a cohesive narrative that makes the brand stand out and drives growth.

Why It Matters: Lessons from Established Brands

Many new companies make the mistake of mirroring the positioning and messaging of established brands. However, these companies developed their current positioning over time. Early-stage brands need to focus on addressing immediate, specific needs to establish themselves effectively. Take Uber’s early messaging, which emphasized the “everyone’s private driver” concept—a clear, specific message that addressed initial user hesitancy and connected with customers directly.

Creating Product Positioning

To position a product successfully, think about its unique qualities and value to customers. For example, Listerine’s transition from a surgical antiseptic to mouthwash showcases how a change in positioning can redefine a product's market appeal without altering the product itself. Positioning requires considering price, quality, use case, and competitors to determine how best to differentiate.

5 Steps to Develop Positioning:

1. Discard any preconceived notions.
2. Highlight unique qualities that set your product apart.
3. Identify the value these qualities bring to customers.
4. Understand your buyer personas.
5. Position within a relevant market category for context.

Crafting Product Messaging

Once positioning is clear, strong messaging must follow. Messaging involves six core elements:

1. Product Description: Explain what the product is in 5 words or less.
2. Headline: Craft a compelling headline to draw in potential customers.
3. Subhead: Address the problem and offer a hint at the solution.
4. Benefit/Outcome: Describe the results users can expect from using the product.
5. Customer Testimonial: Imagine what the ideal customer would say.
6. Features: List key features and their functionality.

Messaging in Context: Visualizing how messaging will appear in various contexts (ads, social media, website headers) helps ensure that the team understands and aligns with the intended brand message.

Ten Rules for Positioning and Messaging Success

1. Tailor messaging to match brand recognition.
2. Be specific and relatable.
3. Target your buyer personas with precise language.
4. Align messaging with the customer’s goals and context.
5. Ensure messaging is unique to your brand.
6. Address buyer expectations directly.
7. Include measurable claims, like ROI, for credibility.
8. Keep it concise; assume that most visitors won’t scroll far.
9. Test and refine messaging continuously.
10. Prioritize editing to polish the narrative.

By following these guidelines, brands can develop a robust foundation for positioning, messaging, and copywriting. The result is a clear, impactful communication strategy that speaks to the unique strengths of the product and engages the target audience effectively.

Takeaway

The three components — positioning, messaging, and copywriting — work together but serve different purposes. Positioning sets the direction. Messaging adapts the core message to specific contexts. Copywriting ensures that the message is delivered in the most impactful way possible.

Silky Agarwal emphasizes that even if messaging and copywriting are perfect, they won’t be effective if the positioning is wrong. Each piece must align to create a cohesive and compelling narrative that resonates with the target audience.

For businesses, especially B2B SaaS startups, getting these three elements right can significantly influence market perception, customer engagement, and ultimately, success. By understanding and executing these concepts effectively, companies can better navigate the complexities of brand communication and achieve their desired outcomes.