Messaging vs. Positioning: What’s the Difference—and Why Both Matter in Your Funnel
Most business owners think they have a messaging problem.
But more often? They have a positioning problem.
In this post, we’ll break down the difference between messaging and positioning, how they work together in your sales funnel, and why neglecting either one will cost you conversions.
(Related: How to Ask for the Sale Without Feeling Salesy - COMING SOON)
Messaging vs. Positioning: What’s the Difference?
Let’s get clear on definitions first:
Messaging
Messaging is what you say. It’s the words, phrases, stories, and value statements you use across your website, emails, social media, and beyond.
It’s how you communicate the value of your offer.
Great messaging answers questions like:
What problem do you solve?
What makes you different?
What’s the outcome someone can expect?
(Related: How to Build a Lead Nurture Sequence That Converts)
Positioning
Positioning is how you are perceived in the market. It’s the strategic choice of where you want your offer to sit in the minds of your audience.
It’s about how you frame your value.
Great positioning clarifies:
Who your offer is for (and who it’s not for)
Why it’s different (not just better)
How it compares to other solutions in the space
💡 Think of it this way: Messaging is what you say. Positioning is how people interpret what you say.
(External Source: Crayon — Messaging vs Positioning)
Why Messaging Without Positioning Falls Flat
Here’s what happens when you only focus on messaging:
You write punchy headlines.
You post valuable content.
You send regular emails.
…but no one buys.
Why?
Because your offer is floating in space with no context.
Your audience doesn’t know why it matters for them.
👉 Without positioning, even the best messaging won’t convert.
You might be saying the right things—but to the wrong people, at the wrong time, in the wrong way.
(Related: Why Conversions Matter More Than Traffic)
Where These Show Up In Your Funnel
Let’s look at how both show up in key areas of your sales funnel:
Your Website / Landing Page
Positioning: Who is this for? What category am I placing this in?
Messaging: Headline, subhead, CTA—what am I asking the visitor to do?
Email Sequences
Positioning: What problem am I solving for this segment of my audience?
Messaging: What story or hook will resonate most?
Sales Calls / Consultations
Positioning: Why is this offer better/different for this client?
Messaging: How do I talk about it with clarity and confidence?
(Related: The 5-Step Funnel Fix to Instantly Boost Sales)
Real Example: A Local Luxury Landscaping Service
Original Positioning (weak): “We design beautiful outdoor spaces.”
Messaging (ineffective): “Book your free landscaping consult.”
✅ Revised Positioning: “We help luxury homeowners create private, resort-style outdoor experiences.”
✅ Updated Messaging: “Book your 1:1 Outdoor Living Design Session (Limited Spring Openings)”
Notice the difference? It’s not just what they say—it’s how they’re framing the value.
External Source: Hubspot — 16 Examples of Positioning Statements & How to Craft Your Own)
Fixing Both = More Conversions
If your funnel isn’t converting, don’t just look at your copy.
Look at your strategy.
Positioning gives your messaging purpose.
Messaging brings your positioning to life.
Fix both—and you’ll not only attract better leads…
you’ll convert them, too.
💬 Want help refining your funnel’s messaging and positioning? Book a strategy call and let’s fix it together.
