April Rassa – Positioning & Company Storytelling

Description

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April Rassa – Positioning & Company Storytelling

Your brand positioning is the secret superpower that, if done correctly, can change the way the world thinks about a problem, a technology, or even an entire market. Effective positioning distinguishes your offerings from the competition and helps customers understand your unique value.

In this course, author, product marketing leader, April Rassa shows how to create powerful and effective messaging and positioning for B2B products and services.

After taking this course you’ll…

• understand the key components used in crafting a compelling brand story.
• walk away with a clear understanding of value proposition, messaging, and positioning and how to use them in your marketing strategy.
• develop a positioning statement that your company can use to inform branding, marketing campaigns, sales strategy, product decisions, and customer-success strategy

This course is essential for you if…

• As a Marketing professional you are responsible for developing your company’s narrative and positioning, how do you start?
• You’re a salesperson and you want to make it easier for your target customers to understand the strengths of your offering so you can generate more leads.
• You’re the founder, CEO or executive at a startup that needs to articulate why your product is unique and important to shorten sales cycles and grow revenue.

This course is NOT for you if…

• You are looking look for how to write Marketing copy for campaigns or promotional materials.
• You are looking to get guidance on how to write copy for presentations.
• You are looking to get tips on storytelling techniques.

Skills you will master
Brand positioning Brand story Company storytelling Differentiation strategy Messaging Positioning Value propositions

About the expert

April Rassa

April is the Head of Product Marketing at HackerOne. She’s responsible for all aspects of go-to-market efforts, including market segmentation, messaging and positioning, competitive differentiation, content creation, field enablement, and analyst relations.

She’s an advisor to many SaaS, consumer, and enterprise companies and led four startups (Progressly, WePay, Peakstream, and FineGround Networks) to successful exits to Box, JP Morgan Chase, Google, and Cisco, respectively. Her specialties include product marketing, business strategy, pricing, and business development (investments and partnerships).

Your course curriculum
Positioning and company storytelling

1 Stories Convey Meaning
In a story, you not only weave a lot of information into the telling but you also arouse your listener’s emotions and energy. Understand how to mobilize key stakeholders to develop stories that convey meaning. Topics covered: Stories are the most power …

2 How to craft a compelling brand story
The goal for any marketing or sales activity is ultimately to generate a result – to get your audience to respond to your message and take action on it. But they won’t even look at your message, let alone respond to it if it’s not relevant to them. Top …

3 Positioning vs. Messaging vs. Value Proposition
We often lump value proposition, messaging and positioning into one big bucket of “what we want to communicate.” That’s misleading and confusing. Each term is important and related, but they serve very different functions.We’ll cover the goals of each …

4 Understand the elements of your positioning strategy
It’s tough to influence people you don’t know. Your goal is to figure out what your audience cares about and link it to your idea. In this section, we will discuss the key elements of a positioning statement including target audience, defining problem …

5 Your Differentiation Strategy
Your differentiation should not focus on just any difference. The difference needs to resonate with your ideal customer. Differentiation is about finding small, genuine differences that set you apart. We’ll cover what you need to consider when crafting …

6 How to craft effective messaging
Messaging is a subset of positioning. It’s the art of defining what you will say to the personas you’re targeting and what form that messaging will take. Messaging serves as the intermediary step between positioning and content creation. The key is to …

7 Translate your positioning into a sales play
A positioning exercise on its own is valuable, especially when it gets the entire team to agree on what the differentiated value is for the offering and what customer segments to go after. The next stage is to make the positioning real across the compa …

Frequently Asked Questions:

1. Innovative Business Model:
   • Embrace the reality of a genuine business! Our approach involves forming a group buy, where we collectively share the costs among members. Using these funds, we purchase sought-after courses from sale pages and make them accessible to individuals facing financial constraints. Despite potential reservations from the authors, our customers appreciate the affordability and accessibility we provide.
2. The Legal Landscape: Yes and No:
   • The legality of our operations falls into a gray area. While we lack explicit approval from the course authors for resale, there’s a technicality at play. When procuring the course, the author didn’t specify any restrictions on resale. This legal nuance presents both an opportunity for us and a boon for those seeking budget-friendly access.
3. Quality Assurance: Unveiling the Real Deal:
   • Delving into the heart of the matter – quality. Acquiring the course directly from the sale page ensures that all documents and materials are identical to those obtained through conventional means. However, our differentiator lies in going beyond personal study; we take an extra step by reselling. It’s important to note that we are not the official course providers, meaning certain premium services aren’t included in our package:
     • No coaching calls or scheduled sessions with the author.
     • No access to the author’s private Facebook group or web portal.
     • No entry to the author’s exclusive membership forum.
     • No direct email support from the author or their team.

   We operate independently, aiming to bridge the affordability gap without the additional services offered by official course channels. Your understanding of our unique approach is greatly appreciated.

Refund is acceptable:

• Firstly, item is not as explained
• Secondly, Item do not work the way it should.
• Thirdly, and most importantly, support extension can not be used.

Thank you for choosing us! We’re so happy that you feel comfortable enough with us to forward your business here.