Messaging is about telling a story
Positioning is about making a defensible argument and taking them through a logical order of things
Simple framework to tell a compelling defensible story:
Pain, Dream, Fix (created by Amy Hoy)
Problems and Pains
- What problem does your product fix?
- What pains do they experience because of this problem?
- What’s the cause of the problem(s)?
- How have they tried to fix the problem(s) in the past?
- Why can’t they fix it themselves?
- What’s the cost of not fixing it?
Dreams and Desires
- What are your customers ultimately trying to achieve?
- How does that translate into tangible results?
- What would it mean for them to achieve their goals?
- How would a solution to their problems change their lives?
- How would it make them feel to alleviate their pains?
- What will they now be able to do without having to deal with those pains and problems?
Fixes and Solutions
- How can your product fix these problems and alleviate these pains?
- How does your product work?
- How is it unique from alternative solutions?
- Why is it better than alternative solutions?
- How easily can you switch or start using it?
- What results are others getting?
- How can you personally help them fix their problems and alleviate their pains?
Start with the pain of a problem, paint a picture of what life would be like without that pain, and then show how your product helps them kill the pain and get what they want.
Jumping straight to the FIX without any context won’t be compelling and will only leave people with more questions that they started with.
Jumping to the fix/the solution/your product without any of the context will not be compelling.
Starting with the pain and dream gives people the right context to understand how your product alleviates their pains and helps them achieve their dreams.