Informed Messaging, Positioning Frameworks, and Hero Clarity
Copywriting and positioning examples. Sip some coffee. Relax.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples and positioning frameworks that give more clarity and direction to B2B healthcare startups.
Chat about your positioning and messaging
Happy Saturday!
Took a break from baking this weekend because I went ahead and bought an amazing delicious cake that I will share with my lovely valentine, my wonderful amazing wife.
Onward and forward!
Also love this meme:
I. Informed Messaging
Informed messaging doesn’t exist without informed positioning.
An example is a healthcare benefits startup that says the same thing as everyone else instead of asking the right questions.
Getting your buyers to understand specific value requires you to first understand what you specifically deliver.
II. Different Positioning Directions
I was researching Veeva and Flatiron. Two different healthcare companies with different outcomes.
You’ll see the difference isn’t about going broad or narrow around positioning but about choosing a path that gives the best entry point to success.
III. Hero Clarity
Clarity matters across homepages and landing pages, no matter how technical your product.
One of the best ways to do that is define your category and who you’re for. Because clarity also shows who you’re not for.
