Product messaging is the way you communicate the value and benefits of your product to your target audience. It means having a clear, compelling narrative that explains what the product is, the problem it solves, its unique features, and why developers should care about it.
It also helps developers to understand just how relevant the product is to their needs, which can influence their purchase decisions.
However, even though the definition of product messaging is simple, getting the right message out there is a lot more challenging.
What is product messaging?
Without great positioning and messaging, your product may never reach your intended audience. But how can we define messaging?
Product messaging (in the context of developer marketing) is the message your product is sending to developers. You need to perform extensive research in order to create messaging that resonates with your audience, and you can also communicate with them through different ways, including:
- Social media
- Chatbots
- Paid ads
- Podcasts
- In-app notifications
- Product design
- Calls-to-action
But why is product messaging so important?
Product messaging influences the way people perceive your product, since the right messaging can communicate the value of your product (and allow people to understand how your product solves their problem).
Your messaging will provide strategic guidance to content marketing, sales team, external marketing comms, and so much more, allowing everyone to be on the same page—and use consistent messaging across all platforms.
Messaging vs positioning
But what’s the difference between messaging and positioning?
Positioning is the foundation on which you’ll build your message, and determines where the product sits within the market, whereas messaging is how you communicate the benefits of the product to developers.
Think about it as positioning implementing the strategy and messaging bringing your story to life.
Example of product messaging
If you're scratching your head trying to figure out what makes a product message really pop, we've scooped up some examples of product messages that really nailed it.
Take Webflow, for instance. It's a web design tool that lets its magic shine right on its homepage with testimonials. Why? Because when potential customers see real people talking up a storm about how great Webflow is, it feels a whole lot more relatable and trustworthy. That's gold for showing off what's great about your product.
Then there's Vidyard. It's all about video messaging, but the kicker is how they let you pick your own pain points—the stuff you're tearing your hair out over—that Vidyard promises to fix. It's like they're saying, "Hey, we get you. And guess what? We can help." Showing customers that you understand their struggles and have the solution is a fantastic way to connect.
What is a messaging framework?
Think of it as the secret sauce for any product marketing team. It's basically your product's brag sheet, highlighting what makes it unique and why customers should care.
This framework isn't just some fancy document; it's the backbone for all those creative briefs, the stuff that makes your content sparkle, and the cheat sheet for your sales team to know your product inside out.
How to create product messaging
So, how do you whip up some killer product messaging? First, zero in on what makes your product the bee's knees—its core value. Then, instead of just talking about it, show it off. Let people get their hands on it, try it out, and tell you what they think. Can't be your own guinea pig? Round up some beta testers for their unfiltered thoughts.
Digging into research is like going on a treasure hunt. The more you learn about your target audience (A.K.A., developer personas), the more you'll understand their needs and the kind of message that'll resonate with them. It's all about connecting the dots between what your product does and why someone should want it in their life, focusing on how it makes things better for them in real, practical ways.
Showcase value
Once the product's core value is locked down, it's time to bring that value to life for potential customers. Case studies are an effective way to do this, as it can make it real in developers’ minds. A lot of SaaS companies are already on this train, using their own products as the star of the show.
Take Vidyard, for instance. They're all about sending personalized videos to people who might be interested in what they've got. It's not just a demo; it's a full-on experience with loads of video content for people to dive into while they're exploring the website. It's like having a conversation without actually being there.
But if you can't use your own product as a case study, no sweat. Gather a crew of beta testers who can give you the real scoop on what's working and what's not. This honest feedback is pure gold. It lets you tweak and polish your product message until it shines.
Research the market and develop buyer personas
Next, figure out who else out there is going to love your product just as much as you do. Who's going to get that "aha" moment where they see how much easier or better their life could be with your product in it?
Next up, sketch out your buyer or user personas. Picture them in your mind. What you’ve learned from your current fans will help you craft messages that hit home with these future fans.
Dive deep into what makes your personas tick. Who's holding the credit card, and what do they need to hear to be convinced they should be swiping it for your product? Is there a magic word or a specific benefit they can’t resist?
As you get cozy with the idea of who's going to love your product, you'll also start to pick up on where these folks hang out professionally. Which companies are they from? This helps you fine-tune your Ideal Customer Profile (ICP).
The more you know, the better you can get at spotting who's likely to give your product two thumbs up.
Add it all together
Now you've got the lowdown on what makes your product a must-have and who's gonna love it, make sure to spin that into a message that'll make potential customers sit up and take notice.
Kick things off by finding out why someone should snag your solution. Next, dial into why your product is the standout choice for them, showing off those features and benefits that directly address their pain points.
Remember, though, the way you pitch this might need a bit of tweaking depending on who you're chatting with, but the heart of your message—your product's core value—stays the same.
How to get your messaging out there
It's all about knowing how your audience likes to be communicated with.
For the social media and texting crowd, SMS or digital marketing can help a lot. Lots of places let people opt into texts or emails right from their website—which is perfect for keeping your chats not just going but welcome. Include those contacts in a tool like MailChimp, and you're golden for sending out all the latest and greatest on your product.
Remember, the customer's king (or queen). Chatting in a way that resonates with them is key to making them feel seen and keeping them coming back for more. It's like laying out the welcome mat for brand loyalty and, ultimately, boosting those sales.
And sure, texting and emailing can help you get your word out, but don't forget the basics: your product's price tag and design can all be part of your conversation toolkit.
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