In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging.  You will learn:  * How B2B and B2C are different and each comes with their own unique challenges and opportunities. * How to differentiate between positioning, messaging, and copywriting. * The value of flexible messaging across different channels.  * The importance of being concise in marketing messaging, particularly in the tech industry. * How punchy language is easier for consumers to absorb and remember, making it more effective in conveying complex ideas. * Why marketing professionals should avoid jargon and overused words like "leverage," "utilize," "transform," "accelerate," and "game changer." * Why some people struggle with narrowing down on a specific customer persona. * How taglines and headlines need to speak to customer perspectives. * Formulas and tricks to make your headlines more interesting and attention-grabbing.  — If you want to skip ahead:  0:01 Positioning and messaging in B2B.  8:32 Marketing terminology.  13:04 Using simple language in marketing and avoiding jargon.  17:20 Tech language clarity and messaging for specific customer types.  22:18 Messaging for technical products.  30:27 Emma’s book about messaging and marketing.  35:29 Messaging strategy.  — Connect with Emma Stratton.  Emma’s LinkedIn: https://www.linkedin.com/in/emma-stratton-punchy/  Punchy: https://punchy.co/  Learn about Emma’s book, Make it Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, which will be published in September 2024: https://punchy.co/book/ — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Mentioned in this episode:  * Made to Stick: Why Some Ideas Survive and Others Die, a book by Chip Heath and Dan Heath: https://amzn.to/4cNPDsx  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: a href="https://amzn.to/3vosDzQ" rel="noopener noreferrer"...