Signal Positioning and Messaging Course

Break through the noise with a crystal clear position and message.
Signal Course Playbook
654 KB
Introduction to Signal
The inspiration behind the Signal course.  
Overview and Purpose of Signal
4 mins
What You'll Get From The Course
2 mins
Demonstrating The Process Using One of Our Clients
5 mins
See How Your Brand And Marketing Fit Together
2 mins
Your Customers: What Motivates Them And What They Value
In this section, we dig into who your customers are, understanding the motivations and outcomes driving their behavior, and how to break down what they value in a solution.
How To Think About Your Customers
5 mins
Define Your Target Customer
3 mins
Your Customers' Jobs to Be Done
6 mins
The Motivations And Outcomes Driving Your Customers
4 mins
The Elements of Value
7 mins
Q&A: How To Think About B2B Customers
3 mins
Q&A: Making And Validating Assumptions
2 mins
Q&A: Niche Down On Customer Segments
3 mins
Q&A: Focus On The People Within A Company
2 mins
Your Competition: Find Your Unique Position In The Landscape
In this section, we take a different look at competition and help you find the key points of difference that separate your brand from others in the space.
A Different View of Your Competition
3 mins
Define Your Competitive Set
6 mins
How To Grade Your Competitors
7 mins
Example of The Grading Process
4 mins
Map Competitors Within The Landscape
5 mins
Find Your Biggest Points of Difference
9 mins
Q&A: Competing Against DIY And Status Quo
2 mins
Your Offering: How You Satisfy Your Customers' Needs
In this section, we look at what type of solutions you're best equipped to provide and how your solutions can better align with what your customers need and value.
A Holistic View Of The Offerings You Provide
2 mins
Strengths And Weaknesses Of You And Your Team
5 mins
Breakdown Your Offering's Best Features
9 mins
Align Your Offering With Your Customers' Needs
7 mins
Translate Your Features Into Benefits
6 mins
Q&A: Backing Into Alignment With Customers
2 mins
Q&A: Separate Your Brand In A Commoditized Market
3 mins
Your Messaging: Communicate Your Brand's Value Effectively
In this section, we crystallize all the positioning work from the previous sections and use that to develop marketing messages that drive and engage your target customers.
Your Brand's Identity Versus Your Brand Strategy
3 mins
Crystallize Your Brand's Positioning Statement
6 mins
Discover And Define Your Brand's Tone of Voice
7 mins
The Value of Keyword Research For SEO
2 mins
Use Your Position To Create Marketing Messages
2 mins
Speak To The 4 Forces That Affect Customer Decisions
7 mins
Write Messages On The Benefits Your Brand Provides
7 mins
Why Constraints Fuel Your Creativity
3 mins
Q&A: Why You Should Experiment With Your Tone of Voice
3 mins