Messaging and Positioning with Mark Levy
I help clients find their big sexy idea. It’s the point-of-differentiation around which they can base their business. It acts as the focus for their marketing, books, speeches, and so forth. It’s the idea they become known for in the marketplace.
Along with the idea, we create the messaging that substantiates it, including the philosophy, facts, case studies, and talking points that will persuade the market of the idea’s validity.
What’s the process? Together, the client and I comb through his or her body of work and backstory, as well as goals and aspirations. I also gather outside perspectives through interviews with a handful of customers.
The client and I then sift through all this material, and search for reoccurring themes and notable anomalies. We decide which idea should be hoisted to the fore, as the big sexy idea, and which ideas should serve as supporting messages.
An additional point: Along with creating the messages, I rehearse clients on their message delivery. How would their messages sound during a business conversation? Or a keynote speech? Or a casual discussion? We work until their messages are brief, natural, and persuasive.
About me: I began Levy Innovation a dozen years ago. My clients include the former head of the strategy unit of the Harvard Business School, CEOs of major brands, professional service providers, New York Times and Wall Street Journal best-selling authors, and TED and TEDx speakers. I’ve written or have co-created five books, and taught research writing at Rutgers University.