Product Messaging

No matter how fantastic your product is, you won't succeed if you can't communicate its value to the audience. Product messaging helps you show your potential clients why your product is worth buying. Quite simply, product messaging is what positions your product for success, and you need to know how to do it right.

This post will provide you with some valuable insights and tactics to create great messaging for your product. Let's get started!

Define your product's mission

Before anything else, you need to understand your mission. The mission of the product shows what benefits it brings to the potential customers and the whole world. Yeah, it sounds pretentious, I know, but it works. People feel when you focus on value, not money. This builds trust and grows brand loyalty.

Here are a few examples of a well-formulated mission:

  • Leroy Merlin makes repairs and home improvement affordable for everyone.
  • Dixie is ready to meet the daily needs of visitors with the best value for money in the country.

Identify your target audience

Now, create a portrait of your customer. Typically, customer profile includes age, gender, residence, marital status, profession, salary level, needs, and fears.

For example, you produce eco-friendly handmade jewelry. Your ideal customer is a 25-40-year-old woman with an average income. She has a creative profession and cares about the planet. She loves handmade jewelry because it's unique and it can help her express her personality.

Pay special attention to the pain points. Our hypothetical woman may have two obvious pain points: concern over environmental issues and a desire to make her personality stand out. Your product should address her problems.

If identifying product missions and solving customer problems sound exciting to you, a product management job might be your perfect choice. Check out this Product Management online course. It can help you understand the product development life-cycle and plan your career as a PM.

Show them how you can solve their problem

So, you know your client's problem and pain points. Now you need to show your audience how your product can solve their problems. You need to convince the customer that your product will do some work instead of them, make their life easier, help them get rid of their fears.

Let's say you're a company that sells an alarm installation service. In your product messaging, you need to emphasize that alarm systems will give your customers safety and peace of mind.

Specify your product benefits

Now it's time to think bigger. How does your product make customers' lives better? Don't sell drills; sell holes.

Let's get back to the example with alarm systems. The main value of the alarm system is that they keep the house safe. But what does this mean to a customer? We already said that it helps people feel calm and relaxed. What else? A stress-free life allows them to have a good rest and come back to work completely "rebooted" every day. That's why they can work more effectively. And that's why they have higher chances to get promoted and reach higher salaries. That's what you're selling.

Let them know how you stand out

Figure out what your competitors offer. If you produce the same products, find out how your competitors present these products or services.

Today, all businesses promise high quality, advanced technologies, low prices, and discounts. For the client, it sounds vague. It would be best if you found something that makes you different. For example:

  • Airbnb gives travelers a more authentic experience.
  • Apple is famous for its fantastic user experience, unlike any other.
  • Snickers is positioned as a snack, which differentiates it from other chocolate bars.

Find your thing and use it in your product messaging. Show customers why they need to choose you instead of your competitor.

Wrapping up

These are just a few fundamental steps you should take to get started with product messaging. Remember: creating product messaging is an ongoing process. Make your fact-finding expeditions from time to time and plan regular intervals for refining and improving your messaging.