create engaging messaging & positioning with this free template
TRANSCRIPT
HOW TO CREATE PRODUCT MESSAGINGHere is a template that makes sure you create engaging messaging.
Have fun, be creative and ping me when you have questions:
Make your messaging fit into a bottle
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What is product messaging and why do I need it?
Product messaging consists
of words and phrases that
get a prospect interested in
your product. Most relevant
is the first tenth of a second
she reads it.
Product messaging for
technology needs to convey
complex messages in simple
and compelling words. Don’t
use tech slang unless your
buyers are very techie. Use
simple language as much as
possible.
When creating engaging
messaging, use the language
and tone your customers
speak.
You create your product
messaging to consistently
use it throughout your
communications and
marketing activities.
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Four rules to create compelling messages?
1. It’s not about the
features. Particularly in high
tech many times product
features get confused with
product benefits. If you have
key product features that you
know your customers love,
stop and think about the
value that they provide.
2. Be specific. Don’t state
general benefits that are true
for many products. You have
to nail down the key benefits
for your specific product.
3.Put the key benefit(s)
first: You have only a split
second to capture your
prospect’s attention, so
mention the most compelling
benefit of your product first.
4. Differentiate your
product: Unless you just
invented a product that is out
of this world, there always
will be products that your
customers will see as
alternatives. Do your
competitive research and
clearly state how your
product is different from
other in your product
category.
Messaging Template
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Example – Fill in this side with your information
Office Mangers of small and medium size businesses
Need a simple, efficient solution for ordering things across the company
OrderX
A cloud-based tool with a simple use interface, that allows you to order with just a few clicks, even across teams.
Our competitors that provide a complex and cumbersome to use ordering software that wastes time
Simply and efficiently purchase things across the company with OrderX, a cloud-based tool.It saves you time by automatically organizing requests and capturing accounting data.
Simple – Order fast with just a few clicks from any online storeCollaborative – Sorts requests from everybody across your organizationOrganized – Captures accounting data automatically
Information
For [customers, prospects, buyer personas]
Who [Your customer’s main problems that your product addresses]
The [product name]
Provides [How your product solves the customer’s problems]
Unlike [What your competitors do in comparison to your product]
Only our product offers [Summarize now the unique benefits of your product. Different from any other product. Use the Who, Provides, and Unlike sections]
3 main benefits of your product
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Example - Fill in this side with your information
Order faster and smarter with our simple cloud-based tool:
SimpleLets you order with just a few clicks from any online store
CollaborativeSorts requests from everybody across your organization, which means no more back and forth
OrganizedCaptures accounting data and creates expense reports automatically
Messaging
Use the information on the previous slide to create the messaging. One succinct statement and 3 key benefits.
Remember to use words that engage your customers, and speak their language.
The creation of messaging takes an iterative process. Create a draft and then work with your team for input.
