Messaging and Positioning for Success

In Insights by Joe Aragona October 23, 2017

Developing and structuring a crystal-clear key message hierarchy is an essential part of any effective marketing process.png

We’ve all seen it first hand or have been there ourselves.

“What does your company do?” asks the friendly conversation maker.

“Well that’s an interesting question,” responds the businessperson.

A slightly nervous monologue then follows with said businessperson attempting to explain in less than five minutes what product or service his firm offers, and what makes his company unique.

In a perfect world, this shouldn’t be a five-minute conversation. It should take approximately thirty seconds. If you can’t clearly explain what your business does and what makes it unique in this short amount of time, don’t be embarrassed — you are not alone.

Regularly, we meet with executives from a variety of industries who come from firms that vary in size, from small partnerships to large 100+ employee corporations. Many of them have one thing in common: They can’t seem to nail down their key messaging and positioning — they don’t know exactly what they’re trying to say.

That’s why developing and structuring a crystal-clear key message hierarchy is a crucial first step in any effective marketing process. Whether you are developing website text, writing a corporate brochure, designing a datasheet, or explaining your services to a potential customer, the message hierarchy gives you the right words to position your company properly in the minds of your target audience. It’s the word toolbox for all marketing efforts. And it can make or break your marketing program.

But it is difficult to choose the right words. That’s where we come in.

Our key messaging and positioning program jump-starts the marketing process with development of concise messages that are used to position a company in its target market and communicate its unique value to key audiences. These messages guide the development of taglines, creative concepts, and text for all marketing materials. They ensure that all marketing efforts focus on the key benefits of a company’s product or service offering that influence buying decisions. And they present value propositions for which product and/or service features are the supporting points, not the primary focus.


A solid key messaging and positioning document is crucial for overall marketing strategy, but always make sure that you keep these 2 fundamental brand pillars current. 

Joe Aragona

Written by Joe Aragona

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