Why Good Positioning Determines Good Messaging

 

For the last ten years, I’ve built my career as a copywriter.

I did landing pages, websites, emails, and paid ads. I studied frameworks, shared examples, and learned how to persuade with words.

But a problem I came across was that great copywriting can’t save a product that’s poorly positioned.

You need to have a foundation before you can put masterful copywriting to work.

Here’s how to do that.

Positioning Defines the Story. Messaging Tells It. Copywriting Compels It

You need to answer these basic questions: Who is this for? What makes us different? Why does that matter?

Then you need to build the messaging that takes your strategy and builds out themes and key points. And then copywriting puts those themes into words that persuade.

That’s how the magic begins.

Then See What Your Buyers Compare You Against

I hate to break it to you, but you are always compared to someone.

The key is to set the stage for who you’re actually compared to. You can set the precedent for that. They are either comparing you to someone in the wrong category, which is worse, or in a category that highlights your strengths.

When you’re positioned in the right way, you’re positioned to win against your competitors. I’d say that’s pretty good.

Positioning Shows Your Differentiation to Value

Being different is one thing. Showing the value of why you’re different is an entirely different thing.

It’s about taking your features and showing the outcomes that follow that. It shows the value that you provide the most to your audience.

Messaging takes those values and puts them on a loudspeaker. And copywriting makes people want to dance to that music.

Consistency Across Teams Depends on Positioning

Messaing and copywriting are often tasked by marketing.

But the truth is, everyone is involved in telling that story. Marketing, sales, product, and customer success all need to tell the same story. All the time. Every time.

Think of it like this: Positioning is the shared foundation. It’s universal alignment.

The stars align not just with your team, but everything from positioning to messaging to copywriting.

And when that happens, your sales cycles speed up. Everything is aligned. And growth becomes so much easier.