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#12 – What's the role of positioning in high conversion websites? (with Craig Brown @ Troubadour)
In this episode, I invited Craig to talk a little bit more about the role of positioning in high conversion websites, but also creating positioning and messaging that resonates with multiple personas as it often is in B2B. But finally, since he is a comedian, I wanted to touch upon injecting humor in our brand and into our copywriting, everything in between.
I've learned that:
- Positioning is an ongoing process, not a one-time task.
- Humor can be a powerful tool in marketing communications.
- Positioning should precede website development.
- Niche markets require different messaging strategies.
- Failure can provide valuable data for future decisions.
- Appealing to too many audiences at once should be avoided.
- Positioning can differentiate similar products in a competitive landscape.
- Targeting specific segments can lead to better market penetration.
- Finding your brand's voice is a journey.
- Positioning should address medium-sized problems.
In this episode, we cover:
- (00:00) Introduction to the Conversation
- (01:10) The Importance of Positioning and Messaging
- (02:25) Simplifying Your Message for Better Clarity
- (03:55) Balancing Features and Outcomes in Messaging
- (11:31) Team Alignment and Stakeholder Collaboration
- (20:07) Validating Assumptions with Data
- (28:49) Crafting Messaging for Multiple Personas
- (42:40) Common Pitfalls in B2B Positioning
- (46:36) Choosing the Right Market Segment
- (48:21) The Importance of Repositioning
- (51:41) Brand and Product Evolution
- (58:06) Targeting Niche Markets
- (59:19) Challenges in Creating New Categories
- (01:01:06) Effective Positioning Strategies
- (01:21:14) The Role of Customer Research
- (01:30:41) Lowering the Barrier to Commitment
- (01:31:07) Using Surveys to Initiate Conversations
- (01:32:27) Incentivising Participation
- (01:32:45) Combining Surveys with Interviews
- (01:33:06) Networking and In-Person Interactions
- (01:33:37) Case Study: Gaming Industry Outreach
- (01:34:19) Platforms for User Research
- (01:35:00) Testing Messaging Hierarchies
- (01:36:30) Humor in Marketing
- (01:42:27) Lessons from Stand-Up Comedy
- (01:52:40) Final Thoughts and Contact Information
Listen to this episode on:
- Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/12--Whats-the-role-of-positioning-in-high-conversion-websites--with-Craig-Brown--Troubadour-e2puf7o
- Apple: https://podcasts.apple.com/us/podcast/12-whats-the-role-of-positioning-in-high/id1524693328?i=1000673814364
- YouTube: https://youtu.be/iF1MzzvABVA
Where to find Craig Brown:
- LinkedIn: https://www.linkedin.com/in/craigobrown/
- Website: https://www.troubadour.co/
Where to find me:
- LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
- Website: https://nerdcow.co.uk/
- Newsletter: https://webabunga.com/
Thanks!
networking, personal introduction, B2B marketing, messaging, positioning, internal alignment, testing, website conversion, SaaS, stakeholder engagement, uncertainty, decision making, customer personas, messaging, B2B startups, positioning, niche markets, product marketing, brand marketing, SaaS, risk management, market disruption, CRM innovation, startup positioning, market segmentation, go-to-market strategies, customer research, humor in marketing, humor, marketing, B2B, risk aversion, brand voice, positioning, messaging, creativity, audience engagement, startup challenges
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By NerdCowIn this episode, I invited Craig to talk a little bit more about the role of positioning in high conversion websites, but also creating positioning and messaging that resonates with multiple personas as it often is in B2B. But finally, since he is a comedian, I wanted to touch upon injecting humor in our brand and into our copywriting, everything in between.
I've learned that:
- Positioning is an ongoing process, not a one-time task.
- Humor can be a powerful tool in marketing communications.
- Positioning should precede website development.
- Niche markets require different messaging strategies.
- Failure can provide valuable data for future decisions.
- Appealing to too many audiences at once should be avoided.
- Positioning can differentiate similar products in a competitive landscape.
- Targeting specific segments can lead to better market penetration.
- Finding your brand's voice is a journey.
- Positioning should address medium-sized problems.
In this episode, we cover:
- (00:00) Introduction to the Conversation
- (01:10) The Importance of Positioning and Messaging
- (02:25) Simplifying Your Message for Better Clarity
- (03:55) Balancing Features and Outcomes in Messaging
- (11:31) Team Alignment and Stakeholder Collaboration
- (20:07) Validating Assumptions with Data
- (28:49) Crafting Messaging for Multiple Personas
- (42:40) Common Pitfalls in B2B Positioning
- (46:36) Choosing the Right Market Segment
- (48:21) The Importance of Repositioning
- (51:41) Brand and Product Evolution
- (58:06) Targeting Niche Markets
- (59:19) Challenges in Creating New Categories
- (01:01:06) Effective Positioning Strategies
- (01:21:14) The Role of Customer Research
- (01:30:41) Lowering the Barrier to Commitment
- (01:31:07) Using Surveys to Initiate Conversations
- (01:32:27) Incentivising Participation
- (01:32:45) Combining Surveys with Interviews
- (01:33:06) Networking and In-Person Interactions
- (01:33:37) Case Study: Gaming Industry Outreach
- (01:34:19) Platforms for User Research
- (01:35:00) Testing Messaging Hierarchies
- (01:36:30) Humor in Marketing
- (01:42:27) Lessons from Stand-Up Comedy
- (01:52:40) Final Thoughts and Contact Information
Listen to this episode on:
- Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/12--Whats-the-role-of-positioning-in-high-conversion-websites--with-Craig-Brown--Troubadour-e2puf7o
- Apple: https://podcasts.apple.com/us/podcast/12-whats-the-role-of-positioning-in-high/id1524693328?i=1000673814364
- YouTube: https://youtu.be/iF1MzzvABVA
Where to find Craig Brown:
- LinkedIn: https://www.linkedin.com/in/craigobrown/
- Website: https://www.troubadour.co/
Where to find me:
- LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
- Website: https://nerdcow.co.uk/
- Newsletter: https://webabunga.com/
Thanks!
networking, personal introduction, B2B marketing, messaging, positioning, internal alignment, testing, website conversion, SaaS, stakeholder engagement, uncertainty, decision making, customer personas, messaging, B2B startups, positioning, niche markets, product marketing, brand marketing, SaaS, risk management, market disruption, CRM innovation, startup positioning, market segmentation, go-to-market strategies, customer research, humor in marketing, humor, marketing, B2B, risk aversion, brand voice, positioning, messaging, creativity, audience engagement, startup challenges