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Why stop at a 40-page piece on your approach to positioning when you can also sit down for an hour discussion on it?


On this episode of The Sirkin Research Podcast, Jeff and I get into my three components of effective positioning, why you don’t choose your positioning, and why point of view (POV) rules all.


Here are a few other topics discussed:

  • How I first got into positioning from writing copy (1:59)

  • Why most people writing website copy are also doing positioning (4:14)

  • Why there is no such thing as a marketing or positioning expert (9:39)

  • Why “we’re the best” is not positioning (11:07)

  • The importance of clearly defining terms (12:38)

  • Why boring marketing and gated content are not the problems holding B2B marketers back (14:18)

  • Attribution isn’t broken, it was built this way (15:24)

  • Why you don’t choose your positioning as a company (19:56)

  • The fundamental questions a company needs to answer about their business to inform their positioning (22:48)

  • Why Victoria didn’t touch on strategic narratives or brand stories in her piece (25:11)

  • Why effective positioning requires a compelling point of view (29:37)

  • The importance of defining what not to say when it comes to your messaging (37:08)

  • Why effective positioning isn’t a linear process and can’t be templated (43:07)

  • The risks of category creation and how to do it right (44:54)

  • Why StoryBrand is not effective for B2B marketers (50:13)

  • Why it’s important that whoever does your positioning has written copy plus who to be wary of taking marketing and positioning advice from (55:00)


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