How can you guarantee your product messaging is truthful?

1 Know your product and customer

The first step to creating truthful product messages is to have a deep understanding of your product and your customer. You need to know the features, functions, and benefits of your product, as well as the problems, needs, and goals of your customer. This will help you avoid making false or exaggerated claims, and focus on the real value proposition of your product. You should also conduct regular research and feedback to validate your assumptions and keep your product messages relevant and up-to-date.

2 Follow ethical and legal standards

The second step to creating truthful product messages is to follow the ethical and legal standards of your industry and market. You should be aware of the regulations, guidelines, and codes of conduct that apply to your product category, such as privacy, security, safety, quality, and environmental issues. You should also respect the intellectual property, trademarks, and copyrights of others, and avoid plagiarism, deception, or manipulation. You should always disclose any potential conflicts of interest, risks, or limitations of your product, and provide clear and accurate information about pricing, terms, and warranties.

3 Use clear and simple language

The third step to creating truthful product messages is to use clear and simple language that your audience can understand and relate to. You should avoid using jargon, buzzwords, or technical terms that might confuse or mislead your audience, and instead use plain and concise words that convey your message effectively. You should also avoid using vague or ambiguous words, such as "best", "fastest", or "most", that might imply unrealistic or unsubstantiated comparisons or guarantees. You should always back up your claims with facts, evidence, or testimonials, and provide sources and references when appropriate.

4 Test and refine your product messages

The fourth step to creating truthful product messages is to test and refine them before and after launching them. You should solicit feedback from your colleagues, stakeholders, and customers, and use various methods, such as surveys, interviews, focus groups, or A/B testing, to measure the effectiveness and impact of your product messages. You should also monitor the performance and feedback of your product messages after launching them, and use analytics, reviews, or social media to track the results and reactions. You should always be ready to adjust or update your product messages based on the data and feedback you collect.

5 Be transparent and accountable

The fifth step to creating truthful product messages is to be transparent and accountable for your actions and decisions. You should always be honest and respectful with your audience, and acknowledge and address any mistakes, errors, or complaints that might arise. You should also be open and responsive to any questions, concerns, or feedback that your audience might have, and provide them with easy and convenient ways to contact you or access more information. You should also demonstrate your commitment to continuous improvement and customer satisfaction, and show how you value and appreciate their trust and loyalty.

6 Learn from best practices and examples

The sixth step to creating truthful product messages is to learn from best practices and examples of other product marketers who have successfully communicated their product value and benefits in an honest and ethical way. You should look for inspiration and guidance from reputable sources, such as industry associations, publications, blogs, podcasts, or courses, that offer insights and tips on product marketing ethics and standards. You should also study and analyze the product messages of other products in your category or market, and identify what makes them effective, credible, and compliant.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?