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STEP 3. Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Amplification: Spending against what works, aka not wasting a penny
Gary Vaynerchuk • Day Trading Attention
Product demo(s) grounded in product's key messages
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Hyperlinks must keep their promises.
Ben Hunt • Convert!: Designing Web Sites to Increase Traffic and Conversion
Figure 4—Characteristics of effective, short-form writing in the thought-leadership style
Rhea Wessel • Write Like a Thought Leader: How to Find a Constant Stream of Story Ideas to Position Yourself As the Go-To Expert in Your Niche
You want everything you present to guide and amplify your most essential points—and never merely repeat or, worst of all, suck away attention and retention.