How can you create messaging and content for new products?

For me, regardless of the industry (I've been in six), the FAB ( Features - Advantages - Benefits) framework never fails. - What are the features ( USPs) of our offering? - What are the advantages of the USPs ( Vs other available offerings in the market)? - What benefits does it bring for the audience? ( i.e. - A USP that looks remarkable to me, may not be remarkable to you)

Here is my "Three Specifics" framework. For any new product, you must answer this question: 1- what is the Specific problem, 2- for the specific target audience, 3- that you solve through your specific product/service. 1- Specific problem: You can find problems in discussions over Quora, posts/comments on Linkedin, and even discussions with your community. People are either trying to avoid Fears and challenges or to satisfy needs, wants & desires. 2- Specific customer: Always choose a customer with a broken arm! The customer with a "severe pain" that you can solve and not the customer looking for something "nice to have." 3- Your Specific solution: It should easily achieve the customers' dreamed outcome with minimal effort & time.

When defining your value proposition, consider both your buyer and user personas. The value a user sees in your product may not be the same as the value a buyer sees. For example, a user could save X hours a day by using your product and get more time to unwind, while for a buyer, it could be cutting down personnel costs and boosting profitability. Make sure your value proposition covers both your personas. You could also have unique value propositions for each if needed.

Based on your precise understanding of your "niche" target audience, you craft the value proposition. Remember that "The Riches are in the Niches!" Your messaging should paint a bright picture of the desired outcome when customers use your product/service. Do not talk about the problem to be solved, but talk about the desired "status" of the customer when this problem is solved! Example: You are building an AI tool for creating nice visuals. Instead of saying: Acme tool will help busy professionals save time in creating nice visuals by using AI Better to say: Acme tool enables busy entrepreneurs to impress their target audiences. It provides ready-made ai generated visuals! More personalized, and easily draws a dream outcome!

Your messaging framework should be based on the 3Cs: Catch - Content - CTA Catch: It is your hook! Like the headline of your article, the first 2 lines of your LinkedIn post, or the 3 seconds of your video. This is the magnet to capture your users' attention! Content: Your content can be either Educational: Teaching your users a skill that can be achieved using your product/service Motivational: Inspiring your users about the outcomes when they use your it. Here you can use social proofs like testimonials & recommendations. Entertaining: What can you tell them about in a light way? Call-to-Action: Finally, what do you want people to do after consuming your content? Should they engage with it? Subscribe to a newsletter? Buy the product?

The "Content 3Cs framework": Consistent Content for Conversations! Remember that "Content is King, but consistency is Queen!". You should always use a content calendar to plan for your content ahead to ensure consistency. When you share content consistently, people will engage with you, and this is your golden chance to initiate conversations! Conversations can be responses to their comments on social media or DMs. It can be responses to blog posts or email campaigns, etc. When people converse with your "brand", you gain their "TRUST". When people trust your brand, they will buy your products/services. Remember: Apple. People TRUST apple and buy their products!

Remember, "If you can not measure it, you can not manage it!" A general management rule is Plan - Do - Check - Act. So you should plan from the beginning what KPIs you should measure and the frequency of measurements. Next, you execute your messaging plan by creating and sharing high-quality, consistent content. In parallel, you always measure your KPIs and take corrective actions whenever you need to. Messaging is always an iterative ongoing process for successful business growth.

-Messaging should be simple and easy to understand. Avoid jargon and technical terms that might confuse potential customers. -Tell a Story: Narratives and stories engage customers emotionally. Explain the journey of how your product came into being, or share customer success stories to demonstrate real-world benefits.

I have Chip and Dan Heath's book "made to stick" open in front of me as I write the product message. I think about the six simple traits that they found all sticky ideas share. They give us a simple acronym to remember them: “SUCCES.” Your ideas should be… ? Simple ? Unexpected ? Concrete ? Credible ? Emotional ? Stories And I try to include as many of these 6 traits as possible in the message. Of course, before doing this, I thoroughly check the audience and the product and prepare two lists, one of the problems and needs of the target audience and one of the features of the product.