Deirdre Breakenridge shows you about developing product messaging that differentiates your offerings from what your competitors offer.
- You're at a critical point in your go-to-market plan. It's time to use what you've learned about your market, segmented audiences, and the competition to develop your new product messaging. Product messaging can make or break your product. It's through messaging that lets your target customers know you truly understand them, and you're delivering a unique product they need. At the same time, your messaging is an opportunity to stand out from your competition.
But where do you start? You have to use the most important information you've gathered to build a message foundation. This will help to position your product for success. A strong message foundation is built upon best practices. Number one, communicate value. You should always choose value over features. Many companies focus on product features and want to share how and what the product does for the customer. However, customers are interested in the benefits, and what value will be derived from using your product.
For example, customers are wondering, how will this product help me to feel better, more confident, or happier in my life? Number two, know your audience. You've segmented your market to different types of customers based on their demographics, characteristics, and values. You have a clear picture of who this person is, which is known as a buyer persona. A buyer persona is a semi-fictional representation of your potential customer. The more detailed the buyer persona, the easier it is to move beyond generic messaging, to uniquely targeted messaging for this person.
Number three, communicate with a specific problem in mind. The best way to really dig deeper into the problem is to ask your perspective customers about their problems. Then, you can test your messaging assumptions. The more you talk to your customers, the more you can learn about their work and home life, lifestyle, goals, and motivations. You'll be able to uncover the real why in your market. Number four, collaborate with your entire team on the product messaging.
Don't create messaging in a silo or a work bubble. Make sure you speak with members from other teams beyond the marketing department. For example, your sales, product, and research teams are close to the products and the market research. They may prove to be very helpful in identifying what's important to customers. Number five, support your messaging with great writing. Poor writing will not entice your customers. On the contrary, confusing, long-winded, or unfocused messaging will drive your customers away.
Your messaging should be crisp, concise, and supported with imagery that brings your words to life. Messages transfer well through both words and visuals. So, be sure to share what's meaningful through words or imagery. Number six, your competitive intelligence. Knowing how your competition positions themselves, from their pricing to the value they offer, will help you to differentiate. When you use your research, you can explain why you can solve their problem better than any other company.
This information will help you at different communication touchpoints, right down to how you move your buyer through every point of your sales cycle. Now, assess your approach to new product messaging. Are you focused more on the value, or the product functionality? And what about knowing your customers and communicating specific solutions to their problems? If you consider these six best practices, then you'll be better prepared to position your product message in your go-to-market plan.
- Building your go-to-market (GTM) plan foundation
- Assessing whether you need a marketing or GTM plan
- Entering new markets with a competitive advantage
- Developing your product vision and message
- Setting your product price at launch
- Setting up your channel strategy
- Driving better channel performance
- Evaluating KPIs and metrics
- Storytelling and the customer journey