Signal Positioning and Messaging Course

Break through the noise with a crystal clear position and message.
Signal Course Playbook
654 KB
Introduction to Signal
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
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
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
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
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