Messaging & Positioning System
A practical message hierarchy and positioning decision that helps your whole team tell the same story—clearly, credibly, and without buzzword overload.
What this solves
- Your homepage tries to speak to everyone—and ends up sounding generic.
- Sales conversations depend on the rep’s personal explanation skills.
- Campaigns don’t perform because the story changes from ad → page → call.
- You have features, but you’re not consistently communicating outcomes.
What you get
This is a system, not a slogan. You’ll leave with a set of choices and artifacts your team can reuse.
Positioning statement
A clear definition of who you’re for, the problem you solve, and what differentiates your approach.
Message hierarchy
Primary narrative, supporting points, and proof—organized so your team can adapt it by channel.
Proof & differentiation library
Where to be specific: examples, evidence, constraints, and “why us” reasoning.
Copy‑ready page narrative
A recommended story arc for homepage / landing page: what to lead with and what to address later.
How it works
We review your current site, sales notes, competitors, and any research you already have.
I propose a small set of defensible story angles, with tradeoffs and risks called out.
We turn the chosen angle into a structured narrative your team can reuse by channel.
You receive a shared document and a quick “how to use it” guide for marketing + sales.
How it scales across campaigns
A messaging system becomes more valuable over time—because you can reuse the same building blocks everywhere.
Website
Homepage narrative, proof points, and objection handling that match your ICP.
Sales
Talk track bullets, call opener language, and “when we’re not a fit” clarity.
Paid + outbound
Consistent claim → proof → CTA structure so ads and emails match the page.
Messaging & Positioning FAQ
The messaging system can stand alone, but it’s often most valuable when applied to key pages. If you want copy, see Landing Pages & Website Copy.
It overlaps, but the focus here is practical communication: what to say, to whom, and how to support it with proof. Visual identity work can be coordinated with a designer if needed.
We separate preferences from evidence, document tradeoffs, and make decisions explicitly. If we need more evidence, we can add an Insight Sprint phase.
Yes. We’ll capture voice constraints (formal vs. conversational, technical depth, brand words to avoid) and build messaging that feels like your company—not like a template.
Next step: if your team isn’t telling the same story, messaging is the leverage point.