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NOTE: This is not an outline of how your website should be INSTEAD it is a framework to creating all marketing messages and angles you will need across different modalities like your website, pitch deck, social media etc.

Once you have this marketing document finished you can treat it like a "choose your own adventure" and pull out elements when you need it for the right context.

Be clear, NOT clever

Never underestimate the power of simply just saying what you do in the clearest way possible. Don't try to be fancy - be clear!

NOTE: Most founders have built something and actually don't know what value it provides - don't be that founder!

at founder!

This includes whenever you are speaking to investors and even other technical people. No matter how smart or how technical someone is, we humans always first synthesise information using our “alligator” brain.

This is where the one-page comms doc comes into play!

Elements of your one-page communications document

This simple doc should be applied to your website, your docs and especially your pitch deck.

Ensure your outward communications are simple and clear to capture people's attention and THEN you can dive into the technical weeds after. 

The main elements you need are:

1. Your USP statement -  It’s a sentence or two that clearly defines the problem you're setting out to solve and why your solution is compelling. 
2. Your features and benefits statement -  Super clear messaging outlining exactly what features you have AND how it will improve your customer day-to-day life. 
3. FAQ’s - Instead of trying to be a wordsmith and creating “compelling” copy that just confuses everyone - what actually works is simply gathering all potential questions your target market has and simply answering them.

One of the best examples of this is Elon Musk’s “The boring company” when they were first getting off the ground. Their homepage was a short video followed by a positioning statement and just some FAQs. In 2023 they updated the website because everyone knows about the problem and solution - BUT when they were first trying to get the public buy-in they knew the importance of trying to explain a complex issue in the simplest way possible.

Write your positioning statement

You need to position your product in the mind of your perfect user which requires assessing the product’s strengths and weaknesses and considering your competition. There are so many projects in web3 that are tackling extremely complex problems. You need a way to clearly communicate what you do within a few seconds.

At its core, positioning is a statement. It’s a sentence or two that clearly defines the problem you're setting out to solve and why your solution is compelling.

“You can't be everything to everyone, but you can be something great for someone.”

A simple formula for positioning statement:

For (target customer) Who (statement of need or opportunity), (Product name) is a (product category) That (statement of key benefit). Unlike (competing alternative) (Product name)(statement of primary differentiation).

Using this framework, you can explain your product or service in as plain of English as possible. This requires some pre-work. Answering the following questions can help you get to a concrete statement:

• What’s different about the way your product/service works?
  
• Why do you do what you do?
  
• What is your broadest circle of prospective customers? Start with something like “Android users” or “people without cars,” and then try to get more specific, ending up with a profile of an individual model user.
  
• What pain points are these customers experiencing? Be as clear and specific as possible. What emotions do customers associate with these pain points?
  
• What other companies solve similar problems? Don’t just list your competitors but also their strengths and weaknesses compared to what you’re doing.

Avoid all buzzwords. If there’s one word that describes your positioning statement, it should be “human.”

With these factors accounted for, positioning statements can be written for all kinds of companies. 

Amazon’s early positioning statement is a prime sample:

For World Wide Web users Who enjoy books, Amazon is a retail bookseller That provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon provides a combination of extraordinary convenience, low prices and comprehensive selection.

To give an example outside of technology, Harley-Davidson publicly shared their positioning statement:

The only motorcycle manufacturer That makes big, loud motorcycles For macho guys (and “macho wannabes”) Mostly in the United States Who want to join a gang of cowboys In an era of decreasing personal freedom.

As you can see, the format can be flexible as long as you've addressed the key components. The goal isn’t to use this statement verbatim in your marketing or advertising, but to get people inside the company excited and on the same page about why your idea is special and going to help people attain something they want.

Apple Positioning Statement:

For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.

Your Unique Selling Proposition (USP)

This is a lighter and more customer-facing version of your positioning statement.

This is essentially your main single benefit that you want to highlight. A unique selling proposition (USP) is the one thing that makes your business better than the competition. It’s a specific and clear benefit that makes your business stand out when compared to other businesses in your market.

Zappos – We have the best return policy ever

Macy’s - You can bring back any item whether it’s a week or a decade from now for a refund, even if it has holes in it

M&Ms -- The milk chocolate melts in your mouth, not in your hand.What is the one pet peeve of all chocolate lovers? The dirty hands they get afterwards. This is another example of truly understanding the client beyond demographics.

Avis - We're number two. We try harder.This is absolutely genius. For many years Avis lagged behind Hertz in the number two spot and were facing financial turmoil. Hiring the famous advertising agency ‘Doyle Dane Bernhach’, Avis decided to do an image makeover and implemented a new campaign that saved the company. The “We try harder” campaign skyrocketed their market share from 11% to 35% in the subsequent years. 

FedEx Corporation - When it absolutely, positively has to be there overnight.

Your FAQ section

This is self-explanatory for the most part.

Define the most common questions and objections you receive and answer them.

You can include questions like:

• Who is this for
• Who it isn’t for (VERY VERY IMPORTANT!)
• Why are you different from others
• Why hasn’t anyone done this before
• etc

How it works (What's your process) (PLEASE READ THIS HERE)

IMPORTANT: 

You need to think about the less obvious FAQ's as well.

When was the last time you were laughed out of a sales meeting? Unless you're a dodo - most sales meetings go "okay".....BUT why don't they buy or convert?

It's because there are still outstanding questions in their head that they haven't been able to resolve. Most times you're prospect doesn't know why they haven't bought.

You MUST answer the following questions in your FAQ's

• I don’t have enough time (explain how this saves them time in the long run)
• I don’t have enough money (explain how this saves them money in the long run)
• I don’t believe you (Case studies and/or guarantees?)
• It won’t work for me (this is usually the biggest! Thus proving that you have helped someone stupider, slower, in a worse of situation etc is a great way to do that) 
• I don’t need it (What is the "hell" if they take no action)
• I can do it without you (What happens to the normal customer that does it alone)

Why should they take action now? (What are the negatives of just waiting?)

Extra sections you should add

1. Social proof
   1. Direct quotes from customers
   2. Case studies (or links to case studies)
   3. Video interviews or testimonials
   4. Logos of customer companies
   5. Review scores from sites like Yelp, Amazon, or Capterra
2. How it works - describe your unique methodology and how it actually works
3. Next steps and CTA - be extremely clear what next steps you want your visitor to take and give them an understanding of what you onboarding process looks like
4. Benefit List - a short list of the major benefits you offer to your ideal customers

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