Here’s where most B2B marketers mess up: they think adaptation means dilution.
You spend weeks crafting the perfect positioning statement, then panic when it needs to fit in a 140-character LinkedIn ad or a 30-second sales pitch. So you water it down, strip out the personality, and end up with vanilla messaging that says nothing to everyone.
Here’s an example of how this goes with a fintech startup. You have killer positioning: “Banking for people who actually understand money.” It’s sharp, opinionated, and perfectly captures your audience of sophisticated investors.
Then it comes time to write ads.
The marketing manager freaks out: “We can’t say ‘actually understand money’—that’s insulting!” So we changed it to “Advanced banking solutions for financial professionals.”
The ads flopped. Hard.
The problem wasn’t the positioning. It was the fear of staying true to it.
The Chameleon Principle
Great messaging doesn’t change its core truth—it changes its costume.
A chameleon doesn’t become a different animal when it turns green. It’s still the same chameleon, just adapted to its environment.
Your positioning works the same way. The core argument stays the same, but the presentation shifts based on:
- Platform constraints
- Audience sophistication
- Stage of buyer journey
- Emotional context
- Time investment (30 seconds vs. 30 minutes)
The Message DNA Method
Before you start adapting, you need to identify the genetic code of your positioning—the elements that must survive in every format:
Core Elements (Never Change These):
- The enemy you’re fighting
- The unique value you deliver
- The specific audience you serve
- The emotional benefit
Flexible Elements (Adapt These):
- Language complexity
- Supporting evidence
- Emotional intensity
- Call-to-action specificity
Example: CRM for small businesses
- Core DNA: “CRM that doesn’t require a computer science degree”
- Enemy: Overcomplicated systems
- Value: Simplicity that actually works
- Audience: Small business owners
- Emotion: Frustration relief
Now let’s see how this adapts:
Platform-Specific Adaptations
Website Hero Section (7 seconds to grab attention)
“Finally, a CRM you can actually figure out”
Subhead: “Stop fighting with software that needs a manual. Start closing deals instead.”
Why it works: Direct, benefit-focused, acknowledges the pain point immediately.
LinkedIn Ad (Professional context, limited characters)
“Your CRM shouldn’t need IT support to set up”
Why it works: Speaks to the professional frustration, implies ease of use without being cute about it.*
Sales Email Subject Line (Inbox scanning mode)
“Quick question about your current CRM setup”
Why it works: Doesn’t sell, just opens a conversation. The positioning comes in the email body.*
Trade Show Booth Sign (3-second glance)
“The CRM That Makes Sense”
Why it works: Simplest possible version of the core promise. Intrigue without complexity.*
Sales One-Pager (Detailed consideration)
“Most CRMs were built by engineers for engineers. We built ours for people who sell things for a living. Here’s why that matters…”
Why it works: More context and explanation, appeals to rational decision-making.*
Social Media Post (Engagement-focused)
“Unpopular opinion: Your CRM should work for you, not against you 🤷♀️”
Why it works: Conversational tone, invites engagement, same core message with social context.*
Google Ad (Search intent mode)
“Simple CRM Software – No Training Required”
Why it works: Keyword-focused but maintains the simplicity promise.*
Webinar Title (Educational context)
“Why Complex CRM Systems Kill Sales Teams (And What Works Instead)”
Why it works: Problem-focused, promises solution, educational angle.*
Email Newsletter (Relationship-building)
“I’ve been thinking about why so many sales teams hate their CRM…”
Why it works: Personal, conversational, sets up the positioning story.*
Video Script Opening (Attention-grabbing)
“Raise your hand if you’ve ever wanted to throw your CRM out the window…”
Why it works: Interactive, relatable, acknowledges shared frustration.*
The Intensity Spectrum
Different situations call for different emotional intensity. Your positioning can be whispered or shouted, depending on context:
Whisper (Consultative selling): “Many of our clients mentioned they were spending more time managing their CRM than their customers…”
Normal Voice (Standard marketing): “CRM software that actually helps you sell”
Shout (Competitive differentiation): “Stop letting your CRM software sabotage your sales team”
The Sophistication Ladder
Adapt your language complexity to match your audience’s expertise and attention level:
Level 1 (Novice/Rushed): “Easy CRM”
Level 2 (Informed/Moderate attention): “CRM software that doesn’t require training”
Level 3 (Expert/Deep consideration): “Customer relationship management platform designed with sales workflow efficiency and user adoption in mind”
Common Adaptation Mistakes
Mistake 1: Changing the core promise
- Wrong: Website says “easy CRM,” ads say “powerful CRM”
- Right: Same promise, different proof points
Mistake 2: Being afraid of personality
- Wrong: Removing all opinion and edge for “broader appeal”
- Right: Adjusting tone while keeping point of view
Mistake 3: One-size-fits-all messaging
- Wrong: Using the same exact copy everywhere
- Right: Same DNA, different expressions
Mistake 4: Platform-specific clichés
- Wrong: “Revolutionizing” for websites, “disrupting” for LinkedIn
- Right: Authentic voice adapted to platform norms
The Consistency Check
Before you publish anything, run it through this test:
- Would someone recognize this as coming from the same company?
- Does it fight the same enemy as your core positioning?
- Would your ideal customer feel the same emotion?
- Could a competitor say the exact same thing?
If you pass all four tests, you’re adapting, not diluting.
Quality Control Framework
Create a simple checklist for every piece of messaging:
- Core promise intact?
- Enemy clearly identified?
- Audience-appropriate language?
- Platform-optimized format?
- Distinct from competitors?
- Authentic to brand voice?
Your Action Plan
- Identify your message DNA using the framework above
- Pick three different formats you use regularly
- Adapt your positioning for each one
- Test them side by side
- Refine based on performance
In our next post, we’ll dive into the trickiest adaptation of all: getting your sales team to actually use your messaging instead of reverting to their old scripts.
Your homework: Take your positioning and write it for three different contexts: a tweet, an email subject line, and a trade show booth. Notice what stays the same and what changes.
Because great messaging isn’t about finding one perfect phrase—it’s about building a system that works everywhere.
Marissa Homere 