⛳️ Nail Product Positioning & Messaging

Hi there 👋 Thanks for reading Scalable, where you get practical know-how and actionable insights every week for free.

In this week’s edition, learn how to craft messages that resonate with your target audience, ensuring your product stands out in the market.

I’m sure you heard this before:

Well, deciding around your product’s messaging and positioning works in similar ways.

Here’s a snapshot of what’s on the menu today:

☝️ Scaled this past week: Proofs - one prompt to rule them all?

I’m a huge fan of any low-code / no-code automation tools that allow you to save time.

Proofs is “the go-to-market for your APIs” to dramatically reduce the time to build proof-of-concept apps, and just raised €2.4M - it’s the scale of the week!

Especially in the eyes of investors, coming up with a quick PoC is massive for pitch decks and demos (think of it as a hypothetical). With Proofs:

• Just describe your project in simple terms.

  • Or elaborate more, it's up to you.

• AI Agents will take care of the rest.

• Proofs provides preview URL instantly.

Pretty sweet tool.
I signed up for their early access, they should let us in soon 🤞

🧠 Deep-dive: Unique value leads to unique sales

Creating compelling product messages starts with understanding the crucial difference between positioning and messaging.

Positioning defines your product’s unique place in the market, while messaging translates this position into compelling narratives that resonate with your target audience.

USP (Unique Selling Point): Your USP is what makes your business distinct from competitors. It's a broad statement about why customers should choose your business over others.

• For example, “We offer 24/7 customer support.”

UVP (Unique Value Proposition): Your UVP is more specific to your product. It defines the unique benefit that your product delivers to customers.

• For example, “Our software increases productivity by 50% within the first month of use.”

The USP sets the stage by establishing your business’s overall competitive edge, while the UVP translates this into specific, tangible benefits for the customer. Together, they ensure that your business and product messaging are aligned and compelling.

For instance for your startup,

• if your USP is “innovative solutions for small businesses,”

• your UVP could be “our accounting software automates all financial tasks, saving small businesses 20 hours per week.”

USP and UVP lay the foundation of “what” is being communicated, positioning and messaging are more on the “how” bracket.

Here is Amazon’s positioning statement:

👉 Amazon dominates the digital retail market by clearly positioning itself around addressing customer pain points – quick delivery, an abundance of products, and innovation. It highlights its commitment to customer convenience and weaves its core values into its positioning statement.

Product Marketing Alliance has an absolutely fantastic article that you should definitely check out:

Positioning establishes the framework for how your product is perceived in the market. It’s about identifying your product’s unique value and differentiating it from competitors.

Positioning and messaging aren’t static. Regularly revisit and refine them based on feedback and market changes.

🗺️ Method: 3-step action guide to nail it

By focusing on defining your positioning, crafting effective messaging, connecting your USP and UVP, and implementing and testing - you can create product messages that hit the spot and resonate with your target audience and differentiate your product in the market.

Well, if you need a step-by-step, actionable guide, as Scalable always provides, here is a simple one:

Action Step 1: Create a positioning statement that includes your target market, the problem you solve, and the unique value your product offers.

• Example template: “For [target market], our product is the [category] that provides [unique benefit] because [reason to believe].”

Action Step 2: Develop a messaging framework that includes headlines, sub-headlines, and body copy tailored to different customer segments. Use a consistent tone and style across all channels.

Action Step 3: Use tools like LinkedIn polls or Google Forms to gather immediate feedback on your messaging. Adjust and refine your messages based on the responses.

That’s about it, it’s as simple as that.

💡 Spotlight: Drift - one conversation at a time

Drift is a conversational marketing and sales platform that helps businesses connect with prospects and customers in real-time.

(…and they have one of the cooler websites I have come across recently!)

Drift has real-time chat and email tools with AI-powered chatbots for instant responses. They also personalize messages based on visitor behavior.

👉 Especially within the context of you building out your product positioning and messaging, a tool like Drift can come in handy as you aim to discover what sticks and what doesn’t with your target audience!

You can improve engagement with your visitors and and qualify leads.

Quite ideal for SaaS companies looking to improve customer interaction - also pretty useful for marketing teams focusing on funnel conversions.

⚾️ Catch: Notion’s AI Connectors

This is pretty interesting - Notion’s AI Connectors are the catch of the week!

I am a huge fan of organizations who aim to take it one step further when they decide to tackle a problem to solve. Notion is a prime example of that.

Here’s the main use-case:

• Notion may be your home base, but important information can live across multiple tools.

• Instead of searching other apps or asking colleagues via another ping, let Notion AI get the right info for you.

• Less toggling, fewer tools, more flow.

Just imagine how many precious seconds this saves in a day, in a week for you, for your team and all the others similar to you across the world - exciting stuff.

With every new inch of incremental AI improvement, we get one step closer to mass adoption, and that’s really exciting for all the solution builders and problem solvers like us!

Slack connector is now rolled out. Google Drive coming this summer. Jira, GitHub, Salesforce, and more coming soon.

Here is a full article on Notion’s website that explains how it works in detail.

💌 Share Scalable

Need more practical know-how for the team? There are actionable insights every week at Scalable, for free. Just refer to one connection that you think can benefit: https://scalable.news/subscribe?ref=Z2KfCc3Bt3