Podcast Summary: Positioning with April Dunford – Episode: Mastering Messaging for B2B Tech with Emma Stratton
Release Date: July 18, 2024
Introduction
In this episode of "Positioning with April Dunford," host April Dunford welcomes Emma Stratton, a messaging expert and the author of the upcoming book Make it: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets. April introduces Emma by sharing how they initially met and her impressive work in creating jargon-free messaging for B2B tech companies.
Notable Quote:
April Dunford [00:01]: "I was super, super happy today to announce that we have Emma Stratton joining us."
Emma Stratton’s Journey to Messaging Expertise
Emma Stratton delves into her background, explaining how her passion for writing led her into brand messaging for consumer packaged goods in Europe. Seeking a change, she transitioned to B2B marketing in the United States, where she confronted the complexities and jargon-heavy language typical in tech messaging. This experience ignited her passion for simplifying messaging, leading her to start her own consultancy, Punchy, in 2016.
Notable Quote:
Emma Stratton [04:00]: "I just know how to make things simple. And so I just got hooked. And from that point on, I was like, I just want to do this."
Differentiating Positioning, Messaging, and Copywriting
A central theme of the conversation is clarifying the distinctions between positioning, messaging, and copywriting—terms often conflated in the marketing world.
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Positioning is defined as the strategic foundation, determining what your product is, exactly who it’s for, and the unique value it offers. Emma emphasizes it as the overarching strategy that guides all other communication efforts.
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Messaging brings positioning to life through specific messages tailored to resonate with the target audience. It balances strategic intent with the art of writing, ensuring that the value is communicated effectively.
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Copywriting involves adapting those messages for various channels and specific actions, focusing on persuading the audience to take desired steps, such as learning more or requesting a demo.
Notable Quote:
Emma Stratton [10:05]: "Positioning is its strategy. Messaging is how that positioning comes to life through a handful of messages. And copywriting comes after, flexing the message depending on the channel and action."
The Power of "Punchy" Messaging
Emma introduces the concept of "punchy" messaging—communication that is effective, powerful, and concise. She explains that punchy messages are easier to absorb and remember, contrasting them with jargon-laden statements that confuse the audience.
Definition from the Cambridge Dictionary:
Emma Stratton [12:26]: "...expressing something effectively and with power, often using fewer and shorter words."
She shares practical examples of transforming verbose, unclear messaging into clear, impactful statements:
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Before: "Accelerate the identification, diagnosis, and resolution of issues across complex IT environments."
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After: "Find and fix issues quickly across your IT landscape."
Notable Quote:
Emma Stratton [14:16]: "Punchy is easier to absorb. It's just easier for someone who's reading it to get what you're talking about and actually have a shot at remembering it three minutes later."
Balancing Jargon in Messaging
While advocating for clear and simple language, Emma acknowledges that certain technical terms are necessary and appropriate when addressing a highly technical audience. The key is to use jargon only when it adds meaningful value and clarity, avoiding overused buzzwords that add confusion.
Notable Quote:
Emma Stratton [16:16]: "If there is a technical term that is important and meaningful to the audience, it's the best term. It's an important, specific term."
She cautions against using fluffy business terms like "leverage," "utilize," or "transform," suggesting simpler alternatives to enhance understanding and engagement.
Understanding and Targeting Your Audience
Emma stresses the importance of narrowly defining your target customer to create effective messaging. She observes that many companies struggle with this, often trying to appeal to everyone, which dilutes their message and reduces impact.
April echoes this sentiment, likening it to aiming at a flag versus a pin—targeting precisely allows for more effective communication without alienating potential customers entirely.
Notable Quote:
Emma Stratton [20:51]: "You need to know who that customer is and you have to narrow down on that customer... acknowledging that it's not everyone."
Crafting Effective Headlines
The discussion delves into the significance of headlines in messaging. Emma criticizes the use of overused, vague words like "accelerate" and "innovate," advocating for specificity that clearly conveys the product’s unique benefits.
She shares techniques for creating compelling headlines, such as:
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Using Specificity: Instead of "Accelerate Your Accounting," opt for "Close your books without ever having to open a spreadsheet."
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Emotional Connection: Encouraging headlines that tap into the audience’s emotions and desired outcomes.
Emma highlights that while approximately 80% of people read headlines, only 20% read the body copy, underscoring the importance of investing effort into headline creation.
Notable Quote:
Emma Stratton [30:26]: "Accelerate your accounting... Close your books without ever having to open a spreadsheet. So much better."
Emma Stratton’s Upcoming Book: Make it: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets
Emma shares insights about her forthcoming book, designed to be a practical handbook for marketers and business leaders grappling with messaging challenges. Inspired by April’s Positioning, Emma’s book aims to provide a step-by-step process for developing clear and effective messaging.
Key elements covered in the book include:
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Defining Messaging Frameworks: Establishing a structured approach to crafting messages.
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Understanding Customer Problems and Desires: Focusing on the issues that truly motivate customers to take action.
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Writing Effective Headlines and Benefits: Tools and techniques for creating compelling narrative elements.
Emma emphasizes that the book is meant to be a "dog-eared" reference, enabling readers to easily return to key sections as they implement messaging strategies.
Notable Quote:
Emma Stratton [34:33]: "I was like, I'm going to give people a process... it's a part strategy, part writing, and that's what the book's about."
Release Date:
- Emma Stratton [39:18]: "The book comes out September 9th."
Conclusion
April expresses her enthusiasm for Emma’s book, highlighting its practical value and the gap it fills in the marketing literature. They wrap up by discussing how listeners can stay updated on Emma’s work, with Emma directing them to Punchy.co/book for more information and sign-ups.
Notable Quote:
April Dunford [40:34]: "This is super a necessary needed thing that's coming. So I'm stoked about it."
Key Takeaways
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Clear Distinctions: Understanding the differences between positioning, messaging, and copywriting is crucial for effective communication strategies.
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Punchy Messaging: Emphasizing clarity and conciseness enhances message retention and audience engagement.
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Avoiding Unnecessary Jargon: Use technical terms judiciously, ensuring they add value without alienating the audience.
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Targeted Audience Definition: Narrowly defining the target customer leads to more effective and resonant messaging.
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Effective Headlines: Crafting specific and emotionally resonant headlines is essential for capturing attention and conveying value.
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Practical Resources: Emma’s upcoming book promises to be a valuable resource for actionable, step-by-step guidance on creating impactful messaging.
About the Host
April Dunford is a seasoned consultant and author, recognized as a leading expert in positioning for B2B technology companies. With over two decades of experience, April specializes in helping high-growth tech companies solve complex positioning challenges to enhance their marketing and sales performance.
Learn More:
- Visit aprildunford.com/consulting for consulting inquiries and more information on April Dunford’s services.
Connect with Emma Stratton
Emma Stratton is the founder of Punchy, a consultancy focused on creating clear and effective messaging for B2B tech companies. Her upcoming book, Make it: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, offers a comprehensive guide to mastering messaging from strategy to execution.
Stay Updated:
- Visit Punchy.co/book to sign up for notifications about the book release on September 9th.
- Follow Emma on LinkedIn for ongoing insights and updates.
Thank you for listening to "Positioning with April Dunford." If you found this episode valuable and believe your company could benefit from expert positioning strategies, consider reaching out to April for consulting services.