Why great messaging begins with sharp positioning

Many founders start by listing product features without explaining why it matters. That misses the point entirely.

Customers buy products that solve real problems in real lives, so benefits beat features every time. 

By leading with positioning, you set the stage for messaging that truly connects and converts.

As we’ll explore here, it’s your positioning that makes your messaging meaningful

Translating product features into customer value

When thinking about messaging, it’s important to remember the following: 

• Features describe what your product is.
• Benefits explain what your product does for people.
• Positioning defines who it's for, why it matters, and how it's different.

Most feature lists fail because they tell you what something is but not why you should care.

“Reading about features is like reading the ingredients on the side of a cereal box.” -  Thomas E. Szostak, Toshiba America Medical Systems .

Product messaging expert April Dunford defines positioning as ‘deliberately defining how you are the best at something that a defined market cares a lot about’. 

Without that clarity, even the best benefits fall flat, as you’re expecting prospects to make sense of your value. That’s lazy marketing.

Features alone won’t persuade. Instead you must translate them into benefits and embed those in positioning that makes sense to your target audience.

Positioning defines relevance and differentiation

Positioning creates meaning and answers key questions: 

• Who your offering is for. 
• The pressing problem it solves.
• How it stands apart from alternatives.

This focus tidies your messaging and improves conversion. 

A Gartner case study showed that after repositioning a tech product from event tech toward broader marketing tech solutions, conversions spiked by 75%. 

This improvement didn’t come from shiny new features, but a change of context.

Positioning contrast: Slack vs. Discord

Slack and Discord offer almost identical features (chat, voice channels, and integrations) but their positioning couldn’t be more different:

• Slack is positioned for workplace productivity:

• Discord is framed as a community space: 

Roughly the same tech but two different stories. Slack is essential for corporate teams, while Discord is valued by creators and communities. 

Positioning shapes who finds your product meaningful. 

Lead with outcomes, not outputs

Here’s a practical messaging tweak. Take every feature on your homepage and add layers:

1. Feature. What it does.
2. Benefit. Why users should care.
3. Outcome. The deeper transformation.

For example:

• Feature. Automated reminders
• Benefit. Eliminating manual follow-ups. 
• Outcome. ‘Never miss a deadline. Keep your team focused.’ 

Generic messaging rarely engages. Tailored messaging framed around audience pain points, needs, and desires, is more likely to connect, convert, and build trust. This is because these tailored messages directly address the concerns of your audience. 

Quick wins

• Audit your feature list and build out one benefit and one outcome for each.
• Identify where your positioning is too broad or unfocused.
• Test messaging variations that shift context. 

Why data and storytelling matter

People respond to narrative more than bullet points. Research shows that concise, emotionally engaging language increases message effectiveness. 

In essence, brevity matters, but context matters more. 

When messaging is misaligned, conversion suffers. HubSpot data shows average landing page conversion rates under 3% for most brands, with top performers reaching 11% or more. 

Summary: Fix positioning before features

If your messaging feels bland or performance is underwhelming, look at your positioning first.

Be clear on who your product is for (and who it’s not), the urgent problem it solves, and why it matters right now. 

When your positioning is solid, everything else, from feature copy to calls to action, becomes sharper, more relevant, and more effective.

Here’s a quick exercise you can try with your team: 

1. Write down your product's core benefit.
2. Identify the audience who cares most deeply.
3. Test messaging that addresses their pain points and goals, and doesn’t just talk about your tech. 

Once you're aligned on positioning, you can build messaging that resonates.

And if you want your whole team behind that message,  not just in words, but in incentives, consider an employee share scheme.

Vestd helps founders set up and manage equity plans that align teams around a shared mission and a clear market story. Book a call to see how.