Nail the positioning
Write it down. Positioning that lives only in your head changes every time you speak.
Group 1.2.1
Inside this
- Write the one-sentence positioning statement45m
“[Product] helps [specific who] [do what] without [the old painful way].”
- Name the three things you replace30m
A competitor, a spreadsheet, or doing nothing. You need these named for every alternative page later.
- Write the ICP — including who it is NOT for45m
The exclusion half is what makes the copy sharp and the outreach list short.