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Positioning, messaging, copywriting. Same thing, right?

Ummm… not exactly. But they do work together, and people confuse them all the time.

Most of the time, I talk about messaging and copywriting—how to make words clear, compelling, and conversion-friendly. But neither works without strong positioning.

And your website? It’s often the first place weak positioning shows up.

Positioning defines where you fit, how you stand out, and why customers choose you. Without it, messaging feels scattered, your homepage headline falls flat, and your website copy fails to connect.

So today, we’re starting at the foundation. Because getting this right makes everything else easier. (Great brands don’t happen by accident.)

Positioning is your strategy.
Messaging is your framework.
Copywriting is how it comes to life.

If any of those are off, your website will feel inconsistent—and your audience will feel it too. We’re going for clear and compelling, not “Wait… what do they actually do again?”

Let’s break it down.

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What’s what? (and why it matters)

These three elements work together, but they aren’t the same:

• Positioning – The foundation. Where your brand fits in the market and how you stand out. (If this isn’t clear, your homepage won’t convert.)
• Messaging – The framework. What you say about your brand (and how you say it). (This should be consistent across your website, social, and emails.)
• Copywriting – The execution. The words that deliver your messaging in emails, on your website, and sales pages.

Example: launching a pizza shop

Scenario 1: positioning as the late-night spot

• Positioning: “We’re the only late-night, wood-fired pizza joint in town.”
• Messaging: “You’ve had a long night. You deserve pizza that actually tastes good at 2 AM.”
• Copywriting: “Soggy drive-thru burgers at 1:52 AM? Nah. Get a hot, wood-fired pizza before last call.”

Scenario 2: positioning as the purpose-driven choice

• Positioning: “We use only organic ingredients and donate a portion of proceeds to food insecurity programs.”
• Messaging: “Pizza with purpose—because good food should do good.”
• Copywriting: “Every slice makes a difference. Try our fan-favorite truffle mushroom pizza and give back with every bite.”

Same product. Two totally different strategies.

And if their websites don’t reflect this positioning? They’ll struggle to attract the right customers.

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Positioning-first vs. story-first

Some brands stake their claim in the market first. Others build a cult-like following first, then define their space. Neither is wrong. But which works best for you?

• Go positioning-first if… you’re in a crowded space and need a clear differentiator. (Your homepage should make it instantly clear why you’re the best choice.)
• Go storytelling-first if… your brand is built around a belief, movement, or emotional connection. (Your about page should feel like a manifesto, not corporate fluff.)

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The traditional route: positioning first

Let’s say you’re launching a CRM for freelancers. You’re not trying to reinvent the wheel—you just want to be the best in your space. A positioning-first approach might look like this:

• Positioning: “The only CRM built just for freelancers managing multiple clients.”
• Messaging: “Juggling clients, invoices, and projects? Keep it all in one place—without the overwhelm.”
• Copywriting: “Trello's too basic. HubSpot's too complex. Harlow is just right—a CRM that actually understands freelancers.”

Here, positioning leads the charge. It defines where you fit in the market: who you serve, how you’re different, and why people should care. Everything else—messaging, copywriting, website content—falls in line.

The alternative route: story-first, positioning follows

Some brands don’t start by staking a claim in the market. They start with a belief, a movement, or a rebellion.

This approach works when:

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✔️ You’re creating something entirely new and want to define the space.
✔️ Your audience is driven by emotion, identity, or community.
✔️ You’re not just selling a product, you’re flipping the script.

Example: The “we’re not like them” approach

Think about Liquid Death. It’s literally canned water. They could have positioned themselves as a premium, eco-friendly alternative to bottled water. But instead, they built a brand with an attitude.

• Messaging: “Death to plastic. Death to boring brands. Let’s make hydration fun again.”
• Copywriting: “Murder your thirst, save the planet–one tallboy at a time.”
• Positioning (which emerged over time): “The only water brand with a cult following.”

They didn’t try to compete with Fiji or SmartWater. They made them irrelevant.

Their story led the way. And once people bought into the brand, the positioning followed.

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Common mistakes (and how to avoid them)

Even with the best intentions, many brands make these mistakes when trying to define their positioning, messaging, and copywriting:

No clear positioning → your brand sounds just like everyone else’s.

❌ “I help businesses grow on Instagram.” (Cool. So does everyone else.)

✅ “I help independent retailers grow on Instagram without chasing trends or paying for ads.”

Inconsistent messaging → one tone on your website, another on social media, and another in emails. Confusing.

❌ Your website sounds professional. Your Instagram is all memes. Your emails sound like a legal doc.

✅ Your website sets the tone. Make sure everything else aligns.

Prioritizing cleverness over clarity → cute taglines won’t save confusing messaging.

❌ “Your workflow, but make it seamless!”

✅ “A client management tool that helps freelancers track projects, invoices, and emails—all in one place.”

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How to apply this to your website copy

Your brand guidelines should keep everything aligned. Here’s how:

Positioning (Strategy) – Define what makes you different.

Action step: Fill in the blank → We’re the only [type of business] that [unique differentiator]. Now, check your homepage. Does it match?

Messaging (Framework) – Outline the key messages your brand should always communicate.

Action step: Write three phrases you want your audience to associate with your brand. Make sure they show up on your homepage and about page.

Copywriting (Execution) – Make sure your website copy aligns.

Action step: Pick one key website element—your homepage headline, about page, or service page—and rewrite it to reinforce your positioning.

When positioning, messaging, and website copy work together, your brand instantly feels stronger, more cohesive, and easier to understand.

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Resource Roundup

‼️Melissa Henry put together a 5-week FREE workshop series to help unjustly fired Federal workers start a new business using their skills, talents, and passions. It starts March 12th. Please share widely.‼️

👫I’m # 6808! Rob Lawless is on a mission to make 10k friends. We hung out over Zoom for an hour last week and it was a great break from the grind. Check out his recap of our call.

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🎙️My friend, Wendy Muzzy, just launched her podcast: Your Fun and Profitable Online Business. There are 3 episodes available–and they’re all under 10 minutes!

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Until next time,

Stacy

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