Differentiation Without Feature Fights — Guide #2
Differentiation Without Feature Fights — Guide #2. The goal isn’t clever—it’s clarity people can repeat after hearing it once.
Words move markets when they mirror customer reality. Start where their risk lives.
Steps
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- Document decisions in one page — People use what they can read in two minutes.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- List three proof points — Social, data, demos. Proof turns belief into trust.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Positioning line — For [audience] who struggle with [problem], we deliver [outcome], proven by [proof].
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
- Voice ladder — From formal to playful with examples for each channel.
How to use it: For [audience] who struggle with [problem], we deliver [outcome], proven by [proof]. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: From formal to playful with examples for each channel. Save the final in a shared doc; link from tickets so execution matches intent.
Example
A fintech tightened palette tokens and shipping velocity rose because designers stopped re‑deciding shades.
Related Articles
- Value Proposition That Converts — Deep Dive #2
- Brand Guidelines in One Page — Pro Tips #2
- Differentiation Without Feature Fights
- Jobs To Be Done for Marketers — Guide #2
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