Your website's headline should evoke a feeling, specifically the relief from a customer's core pain point. Instead of describing your product's function (e.g., 'AI tax assistant'), describe the emotional state it eliminates (e.g., 'Taking the terror out of tax season'). This connects with the user immediately.

Effective marketing isn't about telling your company's story. It's about inviting the customer into a story where they are the hero facing a problem. Your brand should act as the guide that provides the tool (your product) to help them succeed and win the day.

Positioning can be 50% of a product's success. A book about "habits" (a timeless desire) will vastly outperform the same book framed as being about "deliberate practice" (a niche concept). Don't make the audience work to understand why they should care; connect directly to an enduring need.

If your narrative is about a broad market problem (e.g., "data is growing") that isn't uniquely solved by your product, you're creating demand for the entire category, including your competitors. A powerful story must be built around your specific differentiator, making it a narrative only you can convincingly tell.

Positioning involves high-level strategic decisions about your market and competitors. Messaging is the critical next step: crafting the core sentences that bring that abstract strategy to life and direct all subsequent copywriting.

Misapplying the "sell the outcome" advice, most B2B websites lead with vague benefits like "Product growth unlocked." This fails because a buyer's primary question is "When would I use this?", which requires explaining the product's capability, not just its abstract outcome.

Most positioning frameworks jump from features (e.g., "dashboard") to benefits (e.g., "save time"). Add a crucial "capability" layer that answers "What do I actually *do* with the product?" to clarify the use case and connect features to outcomes.

Counterintuitively, a horizontal message like "all-in-one editor" can work if you acquire users through targeted entry points. Create specific landing pages for each job-to-be-done (e.g., "transcribe audio"). Users arrive with a clear task, solve it, and then explore the broader platform.

Marketing often mistakenly positions the product as the hero of the story. The correct framing is to position the customer as the hero on a journey. Your product is merely the powerful tool or guide that empowers them to solve their problem and achieve success, which is a more resonant and effective narrative.