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Product Positioning & Messaging: Insight and Value [EN]
product positioning | messaging framework | value proposition | customer insight | product marketing | sales copywriting
5.01 reviews456 learners
- Intermediate
- 23h 19m video
- 40 lectures
- English
- Captions
- Updated 2026
Taught by PapaHR ★ 170K students: Courses in Human Resources, HR, SHRM, AI Talent Analytics, HRMS, HRIS, CIPD, Claude, HRCI, PHR, Rewards
- 23h 19m of on-demand video
- 40 lectures across 13 sections
- One-off payment — no subscription
- Lifetime access on web and mobile
- Closed captions (English)
Curriculum
13 sections40 lectures23h 19m total
- The Six Layers of a Brand and Where Positioning Sits37:24
- Auditing the Position You Currently Occupy26:20
- The Positioning Statement Formula and the Messaging Matrix33:37
About this course
This course contains the use of artificial intelligence. Read this first: 18 of the 39 lessons were recorded against a hiring funnel rather than a sales funnel. The frameworks are the same ones — features-advantages-benefits, attention-interest-desire-action, situation-problem-implication-need, journey mapping, satisfaction and effort scores, drop-off prediction — but the person being persuaded in the examples is a candidate, not a customer. I kept them because that audience is harder. Persuading someone to chang…
Before you start
- A product, service or offer you are responsible for positioning
- Some marketing, product or sales experience — this is not an introduction to marketing
- English at intermediate level or above
- Access to a general-purpose AI assistant is useful for the generation exercises, but not required
- A recent pitch deck, landing page or sales script is helpful but not required
Who it’s for
- Product marketing managers who own positioning and messaging for a product line
- Founders whose product is good and whose explanation of it is not landing
- Marketing managers rewriting a value proposition that stopped working
- Sales leaders who need the message and the pitch to say the same thing
- Product managers preparing a launch and writing the narrative for it
- Consultants and freelancers who position other people's products for a living
- Leaders preparing a product launch, repositioning or sales-message redesign
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