"We need better messaging."

I hear this constantly from technical founders frustrated by stalled sales, underwhelming marketing results, and competitors who seem to tell their story more effectively.

But in most cases, what they're actually struggling with isn't a messaging problem at all. It's a positioning problem.

The distinction between positioning and messaging is one of the most critical—and most frequently misunderstood—concepts in product marketing. Getting this wrong leads to wasted resources, market confusion, and endless frustration as you try to fix symptoms rather than addressing the underlying issue.

The Simplest Explanation of the Difference

Think of it this way:

• Positioning: How you frame your offering in the market — who it's for, what problem it solves, why it matters, and how you're better.
• Messaging: What you say (and don't say) about your product based on that positioning.
• Copywriting: How you communicate that messaging — the specific words, tone, and brand personality.

Positioning is strategic. Messaging is tactical. And this distinction matters immensely.

Why Getting This Wrong Is So Costly

When technical founders confuse positioning and messaging, they typically make one of two costly errors:

Error #1: Treating a positioning problem as a messaging problem

You hire copywriters to "fix" your website, launch a new campaign with fresh creative, or spend hours wordsmithing your pitch deck. But no matter how eloquent the language, if your fundamental position in the market is flawed, the messaging will fail.

Signs you're doing this:

• You keep rewriting website copy but conversion rates don't improve
• You A/B test headlines endlessly with minimal difference in results
• You've worked with multiple marketing agencies but "none of them get it"

Error #2: Treating a messaging problem as a positioning problem

You repeatedly revisit your entire market strategy, target audience, and value proposition when what you really need is clearer articulation of your existing position.

Signs you're doing this:

• You constantly question who your product is for
• You change your core value proposition every few months
• Your team struggles to tell a consistent story about what you do

The Foundation-Framing-Finishing Framework

To understand the relationship between positioning, messaging, and copywriting, think of building a house:

Positioning = Foundation

• Invisible to casual observers but supports everything else
• If flawed, no amount of beautiful framing or finishing will prevent collapse
• Expensive and disruptive to change once built

Messaging = Framing

• Creates structure and shape based on the foundation
• Determines what information goes where
• Difficult but possible to modify without demolishing everything

Copywriting = Finishing

• What people immediately notice
• Can be refreshed relatively easily
• Impact limited by the quality of framing and foundation

When your marketing isn't working, always diagnose from foundation to finishing, not the other way around.

The Core Elements of Each

Let's break down what actually comprises positioning versus messaging:

Positioning Includes:

• Market category (the space you compete in)
• Target customer definition (who experiences the problem most acutely)
• Problem framing (how you articulate the challenge)
• Your approach to solving the problem
• Core differentiation (what makes your approach unique)
• Key benefits that result from your approach

Messaging Includes:

• Value proposition statements
• Feature-to-benefit connections
• Problem-solution narratives
• Proof point articulation
• Use case explanations
• Objection handling approaches

Copywriting Includes:

• Specific word choice and sentence structure
• Voice and tone considerations
• Brand personality expression
• Headline crafting
• Call-to-action optimisation
• Technical vs. accessible language balance

How This Looks in Practice

Let's examine this distinction with a practical example from a fictional security automation platform:

Positioning:

• Category: Security orchestration and automated response platform
• Target Customer: Security operations teams at enterprises with 1000+ employees and limited analyst resources
• Problem Framing: Security teams face overwhelming alert volume while threats become more sophisticated, leading to alert fatigue, missed threats, and burnout
• Approach: Automated triage and investigation of security alerts based on behavioural analysis and contextual intelligence
• Differentiation: Only solution that learns from analyst decisions to improve automation accuracy over time
• Key Benefits: 80% reduction in false positives, 60% faster threat detection, 3x analyst productivity

Messaging (derived from positioning):

• Value Proposition: "Eliminate alert fatigue and detect threats faster with security automation that learns and improves with every investigation."
• Problem-Solution Narrative: "Security teams face thousands of alerts daily but can only investigate a fraction. Our platform automatically triages alerts, eliminates false positives, and learns from analyst decisions to get smarter over time."
• Feature-Benefit Connection: "Our adaptive learning engine captures how your best analysts investigate alerts, then automates that process—turning every analyst into your best analyst."
• Proof Point: "Security teams using our platform reduce false positives by 80% within 60 days while detecting threats an average of 12 days earlier."

Copywriting (expressing the messaging):

• Homepage Headline: "From Alert Chaos to Security Confidence"
• Feature Description: "Our patent-pending Adaptive Security Intelligence™ doesn't just automate—it learns and improves with every investigation."
• Call to Action: "End Alert Fatigue Today"
• Tone: Confident, knowledgeable, empathetic to security team challenges

How to Tell If You Have a Positioning or Messaging Problem

Not sure where your challenge lies? Here's how to diagnose:

You Likely Have a Positioning Problem If:

• Prospects consistently say "interesting, but not for us"
• Sales conversations stall at the "why should we change?" stage
• You struggle to articulate why you're meaningfully different
• Your ideal customer profile keeps shifting
• Different team members describe your value differently

You Likely Have a Messaging Problem If:

• Prospects understand your value but get confused about specifics
• You get positive reactions in person but your website doesn't convert
• Different marketing assets tell inconsistent stories
• Technical details overwhelm the core value in your communications
• You're attracting the right audience but struggling to engage them

You Likely Have a Copywriting Problem If:

• Your content doesn't reflect your brand personality
• Call-to-action performance is weak
• Website visitors don't engage with key pages
• Content feels generic rather than distinctive
• Language is either too technical or too simplified for your audience

When and How to Address Each

When Positioning Needs Work:

1. Return to customer discovery—don't guess, research
2. Validate your problem framing with target customers
3. Analyse competitive approaches objectively
4. Test different positioning with real prospects
5. Ensure leadership alignment before proceeding

When Messaging Needs Work:

1. Audit messaging across all customer touchpoints
2. Create a comprehensive messaging architecture
3. Develop modular messaging components for different scenarios
4. Train customer-facing teams on the messaging framework
5. Test messaging with different customer segments

When Copywriting Needs Work:

1. Establish clear brand voice guidelines
2. A/B test specific language variations
3. Simplify and clarify technical explanations
4. Review readability and scannability
5. Ensure consistency across all assets

A Warning for Technical Founders

As a technical founder, you're likely most comfortable in the world of concrete specifics—the "how it works" details of your product. This bias can lead you to focus excessively on messaging and copywriting while underinvesting in the foundational positioning work.

Remember: When positioning is weak, no amount of clever messaging can save you. But with strong positioning, even simple messaging can drive meaningful results.

Three Steps to Take Today

1. Evaluate Your Foundation Ask 5-7 customers and prospects to explain what problem your product solves and why it's different from alternatives. If their answers vary widely or focus solely on features, you have a positioning issue to address.
   
   
2. Document Your Current Position Even if flawed, write down your current positioning framework. Include target customer, problem definition, approach, differentiation, and key benefits. This baseline makes improvement possible.
   
   
3. Test Before You Build Before investing in new messaging and content, validate your positioning with real prospects. Use simple LinkedIn messages or cold emails to test different positioning angles and see which generates more interest.
   
   

The Bottom Line

Positioning precedes messaging, which precedes copywriting. Get the sequence right, and your entire go-to-market becomes more efficient and effective. Get it wrong, and you'll waste resources trying to fix the symptoms rather than the cause.

Strong positioning won't guarantee market success, but weak positioning will almost certainly guarantee failure—no matter how brilliant your messaging and copywriting.

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