Swipe Files - 📂 Bad positioning vs bad copywriting
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It's easy to confuse bad positioning with bad copywriting.
Sometimes you think you have a positioning problem when you just don't know how to explain what your product does or what value it adds.
Sometimes you think you have a copywriting problem when you just don't know why your customers choose you over competitors.
Positioning = the driving factors that get a particular kind of customer to choose you over a competitor.
Copywriting = the way you describe how the product works, what value it adds, what problem it solves, etc.
They're both very intertwined. Two sides of the same coin.
And if you're trying to sort out both at the same time, which should you tackle first? It's a bit of a "chicken or egg" conundrum.
Start with the one you feel the least confident in.
If you feel like you have a good handle on how to talk about your product, but not how to sell it, start with positioning.
If you feel like you know why you're winning customers, you just don't know the best way to communicate those reasons, start with copywriting.
—Corey
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