I discussed the positioning of a writing app with a new founder

A new founder reached out to me asking if I wanted access to a writing app he’s working on.

After I saw the website my marketing mind switched on and instead of testing the app I couldn’t help but tell him that I wasn’t convinced by how he was positioning it and communicating the product’s value.

The app helps people who create B2B content write in a more friendly and informal way.

It basically substitutes words in your sentences to make everything sound more human like you’re talking to a friend instead of using corporate jargon. If you’ve ever opened LinkedIn you know a lot of people could benefit from something like this.

When I saw their landing page I noticed they had picked AI as the enemy.

But that didn’t resonate with me at all. While I believe picking an enemy is a good tactic in this case it felt like the wrong choice.

I don’t use AI to create content but it helps me a lot with my writing.

For example I’m not a native English speaker so I use AI to proofread my work. I don’t see AI as the enemy. But more importantly I didn’t get what the value proposition of the app was.

To turn this around I think the right enemy they should pick is boring content.

That’s what the app really wants to fight against. So for the messaging I wouldn’t mention AI at all.

The value proposition should be that the app transforms boring B2B content that gets scrolled past into content that grabs attention and drives engagement.

I told him this and it led to a nice discussion.

He even posted my reflections and his thoughts about them publicly. The post got some interesting comments from others sharing their opinions.

I’m not sure I managed to convince him but this once again reminded me how important it is to talk to potential customers.

They might see things very differently from you. It might be outside of our comfort zone but it’s absolutely crucial to get positioning and messaging right.