In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging.

You will learn:

* How B2B and B2C are different and each comes with their own unique challenges and opportunities.

* How to differentiate between positioning, messaging, and copywriting.

* The value of flexible messaging across different channels.

* The importance of being concise in marketing messaging, particularly in the tech industry.

* How punchy language is easier for consumers to absorb and remember, making it more effective in conveying complex ideas.

* Why marketing professionals should avoid jargon and overused words like "leverage," "utilize," "transform," "accelerate," and "game changer."

* Why some people struggle with narrowing down on a specific customer persona.

* How taglines and headlines need to speak to customer perspectives.

* Formulas and tricks to make your headlines more interesting and attention-grabbing.

—

If you want to skip ahead:

0:01 Positioning and messaging in B2B.

8:32 Marketing terminology.

13:04 Using simple language in marketing and avoiding jargon.

17:20 Tech language clarity and messaging for specific customer types.

22:18 Messaging for technical products.

30:27 Emma’s book about messaging and marketing.

35:29 Messaging strategy.

—

Connect with Emma Stratton.

Emma’s LinkedIn: https://www.linkedin.com/in/emma-stratton-punchy/

Punchy: https://punchy.co/

Learn about Emma’s book, Make it Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, which will be published in September 2024: https://punchy.co/book/

—

Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

—

Mentioned in this episode:

* Made to Stick: Why Some Ideas Survive and Others Die, a book by Chip Heath and Dan Heath: https://amzn.to/4cNPDsx

—

Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: