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. 

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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. 

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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/

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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 

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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 

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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: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com