How can your product messaging stand out in the digital marketplace?
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— The LinkedIn Team
The digital marketplace is crowded, noisy and competitive. How can you make sure your product messaging cuts through the clutter and resonates with your target audience? In this article, you'll learn some tips and frameworks to craft clear, compelling and consistent product messaging that stands out in the digital marketplace.
The first step to creating effective product messaging is to understand your audience. Who are they, what are their pain points, goals, motivations and preferences? How do they search for, evaluate and use your product or similar solutions? What are their expectations and objections? You can use various methods to gather and analyze customer insights, such as surveys, interviews, reviews, analytics, personas and journey maps. The more you know about your audience, the more you can tailor your product messaging to their needs, values and emotions.
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Mark Evans
Fractional CMO/Strategic Advisor | Fast-Track Your B2B or SaaS Marketing in Just 90 Days | Brand Positioning Expert | Podcaster | TechStars Mentor
In a world teeming with competitors and generic copy, content and campaigns generated by AI, you need to be different, better, or unique. The best way to make that happen is by talking to prospects and customers to understand their needs, interests, goals and aspirations. You also want an in-depth understanding of they do their jobs (use the jobs-to-be-done methodology) to see their frustrations and what would make their lives better, easier and more successful
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Krishna Anubhav
Founder & CEO, RankAtom.com | Growth Hacker for SaaS 👉🏻 Helping MVPs go from 0 to 1,000 users in 3 months ( without paid ads )
While measurement is vital, don't become a slave to metrics. It's easy to drown in data. Keep your eyes on the horizon, not just the map. Experiment, embrace change, and trust your instincts. It's like sailing uncharted waters; you'll discover new islands along the way. Success is a blend of data and daring. ⚓🌊😄
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The next step is to define your value proposition, which is the core message that explains how your product solves a specific problem or delivers a specific benefit for your audience. Your value proposition should be concise, relevant, unique and credible. It should answer the questions: What is your product? Who is it for? How does it help them? Why should they choose you over the alternatives? You can use frameworks such as the value proposition canvas or the positioning statement to craft your value proposition.
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Krishna Anubhav
Founder & CEO, RankAtom.com | Growth Hacker for SaaS 👉🏻 Helping MVPs go from 0 to 1,000 users in 3 months ( without paid ads )
While a value proposition is vital, don't fall into the "analysis paralysis" trap. In the digital arena, agility wins. Start crafting your message, and refine it through real-world interaction. Think of it as sailing – adjust your course as you navigate. Success lies in action and adaptability. 🚢🚀😄
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Niklas Winkels
Senior Product Marketing Manager at Strapi
1️⃣ Start by analyzing the marketplace: - Target 🎯 a specific customer group. - Identify ✅ their goals and current solutions. - Evaluate 📊 the level of frustration with existing methods. 2️⃣ Shift focus to your product: - Catalogue ✍️ every feature and strength. - Prioritize 🥇 them by their wow-factor. 3️⃣ Finally, merge the insights: - Align 🔗 the biggest customer pain points with your top features.
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Once you have your value proposition, you need to develop your messaging hierarchy, which is the structure that organizes your product messaging into different levels of detail and specificity. Your messaging hierarchy should include your headline, subhead, key benefits, features, proof points and calls to action. Your headline should capture attention and convey your value proposition in a few words. Your subhead should expand on your headline and add more context or differentiation. Your key benefits should highlight the main outcomes or advantages your product delivers for your audience. Your features should describe how your product works or what it does. Your proof points should provide evidence or social proof to back up your claims. Your calls to action should prompt your audience to take the next step or action.
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Krishna Anubhav
Founder & CEO, RankAtom.com | Growth Hacker for SaaS 👉🏻 Helping MVPs go from 0 to 1,000 users in 3 months ( without paid ads )
While a messaging hierarchy is vital, don't get lost in its complexity. In the digital hustle, simplicity wins. Start with a message, and refine it through real-world interactions. Think of it as climbing a mountain – adjust your path as you ascend. Success is born from action and adaptation. 🏔️🚀😄
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Maxim Tsarev
Helping startups find the #Product-Market fit faster
A messaging hierarchy organizes your communication to ensure that primary messages take precedence. Start with your most critical points, like your value proposition, and then support them with secondary messages that reinforce your main points.
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The final step is to align your product messaging with your channels, which are the different platforms or mediums where you communicate with your audience. Your channels could include your website, landing pages, email, social media, ads, blog, video, podcast, etc. You need to adapt your product messaging to fit the purpose, format, tone and style of each channel. You also need to consider the stage of the customer journey and the level of awareness and interest of your audience in each channel. You should use your messaging hierarchy as a guide, but not a rigid template. You should test and optimize your product messaging across your channels to see what works best and what needs improvement.
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👾 Alex Virden
Revenue-focused Product Marketing Leader | GTM Pro | Mentor
No one cares when organizations and their employees share stuff like "check out our new blog, register for our webinar, or look at our new product release." Why? It's boring. It's everywhere. It's company-focused. It's not really targeted. It feels VERY check-the-box. The fix: > Know your audience: Understand what they like, what bugs them, and what keeps them up at night. Use this to tailor your message for better impact. > Balance education and fun: Boring = forgettable. Content needs to be engaging and enjoyable. Mix in storytelling, humor, or interactive content. > Give away your best stuff: Resist gating content or asking for something. Offer valuable *free* content like how-to guides, informative videos, or free trials.
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Krishna Anubhav
Founder & CEO, RankAtom.com | Growth Hacker for SaaS 👉🏻 Helping MVPs go from 0 to 1,000 users in 3 months ( without paid ads )
While aligning messaging with channels is crucial, don't let it stifle creativity. In the digital realm, flexibility is king. Start with a message, tailor it to each platform, and refine it through real-time feedback. It's like a symphony – different instruments, one harmonious melody. Success comes to those who blend structure with adaptability.
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Ahmad Zaarour
Senior Manager Commercial operations at Beckman Coulter Diagnostics
highlight product distinct features, addressing specific pain points. Emphasize value, use clear language, and consider multimedia elements to enhance engagement. It’s important to conduct market research to understand your audience and competitors, allowing you to tailor your message effectively.
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Samuel (Sam) Pavin
No-nonsense advice on strategic marketing and sales | Senior B2B marketer with strong experience in SaaS, tech, and education.
Don't think messaging and, instead, focus on the value for the end user. Customers don't look for specs or technical details, they look for a specific solution to a specific problem. Focus on the need and offer THE answer to that need. This will at least position you in the top 50%. Then, explain why you're better at answering the need - and, yes, that will put you in the top 10%. Beyond that, SEO, branding, and paid media + sponsorships will be the keys to stepping up to the top (on top of five star quality).
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