Translating positioning into words that resonate
"The secret of good writing is to say an old thing in a new way or to say a new thing in an old way."
— Richard Harding Davis (journalist, novelist)
- Duration: 3-hour workshop + 5 hours content creation & validation
- Participants: Founders, marketing/content lead, sales lead (if exists)
- Deliverable: Messaging hierarchy, content pillars, AI content templates, distribution plan
Why messaging is where positioning meets reality
You have clear positioning (Sprint 2) and a memorable brand (Sprint 3). But when a prospect lands on your website or reads your email, they don't see your positioning canvas. They see words.
Those words either:
✅ Instantly clarify your value and compel action, or
❌ Confuse, bore, or fail to differentiate
Most startup messaging fails because:
- It centers on you - "We're an AI-powered platform..." (no one cares)
- It's vague - "Streamline your workflow" (how? compared to what?)
- It's generic - "Work smarter, not harder" (said by everyone)
- It buries the lede - Customers scroll three screens before understanding what you do
Good messaging is:
- Customer-centric: Starts with their problem, not your product
- Specific: Uses concrete outcomes, not abstract benefits
- Differentiated: Says something competitors can't or won't say
- Hierarchical: Leads with the most important thing, supports with details
This sprint creates your messaging framework—and makes it AI-ready so your team can produce consistent content at scale.