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Product Positioning, Messaging: Insight and Value
456 students
Product Positioning, Messaging: Insight and Value
product positioning | messaging framework | value proposition | customer insight | product marketing | sales copywriting
Last updated 10/2026
English
English [Auto],
What you'll learn
- Write a positioning statement using the "for whom, instead of what" formula and turn it into a six-message matrix
- Build the value proposition from customer research rather than from a feature list
- Apply FAB, AIDA and SPIN to your own messaging and see which one your market responds to
- Write copy that converts: first contact, follow-ups, and the message that reaches someone who ignored you twice
- Map the full journey and find the touchpoints where your message contradicts itself
- Measure message performance with satisfaction, effort and drop-off prediction rather than impressions
- Test your own claims against cognitive bias, weak arguments and unverified sources before the market does
- Learn alongside 1.6 million of Mike's students from 185 countries
- Get the experience of an instructor who built product and positioning systems at Preply, Wargaming, iDeals and Alfa-Bank
- Build a 90-day message testing plan that keeps positioning consistent after launch
Explore related topics
Course content
16 sections • 50 lectures • 31h 17m total length
Requirements
- 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
Description
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 change jobs costs them more than persuading them to buy, they can postpone forever, and saying no costs them nothing. Messaging that works there works on customers with room to spare.
Where positioning actually gets tested
Not on the homepage. On the third message, after someone ignored the first two. That is the moment you find out whether you have a claim worth answering or only a description of your product. Most positioning work never reaches that test, because it ends when the words are approved and the deck is filed.
What changes when you build it the other way round
You write the position as a sentence with a named alternative in it — for whom, and instead of what — and then you follow that sentence through every place a person meets you. The first email. The pricing page. The conversation. The onboarding. And you watch where it starts contradicting itself, because it will, and the contradiction is what costs you the deal rather than the wording of the headline.
Where this comes from
I have built product and positioning systems inside companies where the product was strong and the explanation was not, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.
How the course is built
You start with the claim: the audit, the positioning statement formula, turning one position into a six-message matrix, tone of voice, and the dashboard that will tell you whether the message moved anything. Then the product it describes: product-market fit, portfolio decisions, jobs to be done, journey mapping, metrics, monetisation and unit economics, because price is part of the position whether you meant it to be or not. Then the journey: touchpoints, channels, frequency, tone, the letters themselves, and analytics that predict who is about to drop off. Then the persuasion mechanics: funnel analysis, the three classic frameworks, copywriting that converts, hard cases where the price is wrong or nobody has heard of you, and reaching people who are ignoring you. Then the experience after the decision, which either confirms your claim or exposes it. And finally the tools for testing your own claims — argument structure, cognitive bias, source verification and decision models — because the market will test them whether you do or not.
What is included
Lifetime access to all 39 lessons and every future update
Active instructor support in the question and answer section
Udemy Certificate of Completion
Practical assignments run against your own product
A section with additional courses, tools and resources
Why start now
A weak position is not neutral, it is expensive: every message, every page and every conversation costs the same to produce and returns less, and you pay that difference continuously without it appearing on any line of the budget. The audit takes an afternoon. Enrol now and run it today.
Who this course is 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