Cracking the Product Marketing Code

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Competitive Positioning and Messaging for Growth

Positioning is like finding the perfect spot for your product in the market. It effectively addresses the question of why customers should choose us at this moment and it's the crucial first step before diving into messaging. It involves deeply understanding your product, its features, its unique value, what sets it apart from competitors, where it fits in the market landscape, and why your product will succeed in this market. This forms the foundation of your positioning , which is typically an internal document used to align your team and create effective messaging . Messaging, on the other hand, is how you bring your positioning to life and communicate it to the market and different customer ...