The best messages resonate because they articulate what you've already been trying to say
The best messages resonate because they articulate what you've already been trying to say.— Steve Johnson, Under 10 Consulting.
Positioning is an essential tool in your product playbook. And there are lots of different formats for positioning.
I was working with a friend on product positioning. On a break, I found two emails that directly corresponded to the product we were discussing. I basically lifted phrases right out of the emails to serve as my primary message.
I wonder if we don't work too hard trying to "write pretty" instead of just saying about our products what our customers say about our products.