How can you make product messaging more engaging for impatient people?

Product planning and execution is rarely straightforward involving a limited set of audience. Hence communication strategy that works for one team e.g. marketing might not resonate well with engineering. Hence capturing every team's attention and driving them in one direction is a very challenging task for product management. One proven way in which I have seen this work repeatedly is by starting with the Impact that the product is about to bring in. That gets all all teams excited in understanding the "What" and the "How" of achieving it. Post that, execution becomes a lot easier with very high chances of success

Begin with audience research to tailor your messaging. For instance, a HubSpot study found that 72% of consumers prefer messaging that speaks to their specific needs and pain points. Use social listening tools to gather insights about your audience’s preferences and behaviors.

We all know a picture tells a 1000 words. Keep it specific to your audience, keep it simple to understand, and yes research is key.

The fastest way to get an understanding of your audience is ridiculously simple. INTERACT WITH THEM. Srsly. Have a conversation. Engage on the socials. Create formal interviews. Jump on actual sales calls. Just make the interactions happen. Let's not make this more complicated than it needs to be. Whataya say? ????????

Get their attention by showing what’s in it for them, make it theirs. They will then not only listen but also be the product advocates and critics by asking for more and better

Incorporate storytelling to capture attention and create emotional connections. According to the London School of Economics, stories are 22 times more memorable than facts alone. Frame your product within a narrative that resonates with your audience’s experiences or aspirations.

If you remove the word "impatient" then it is still a valid question. The way society is heading, people do not want to invest in reading about products rather they want to see the value/benefits of products visually. Short, sharp video content is definitely becoming a must.

In my experience, as a management consultant in the tech sector, I've trained and coached sales and marketing teams to reimagine the development of customer case studies. In contrast to the traditional approach, I help my clients interview customers from the perspective of their 'desired business outcomes' and how the vendor solution enabled them to achieve their goals. This approach is an effective way to gather actionable insight to improve legacy product marketing messaging that would otherwise focus on technical features and functions. Both IT hardware and software vendors will find this storytelling transition to take significant time and effort, but the results prove the value of making this transition to customer-centered stories.

So long as it wouldn't be totally off-brand for your company, using entertaining elements like memes, humor, video shorts and pop culture references can help keep things interesting for someone with a short attention span.

The absolute simplest ways to engage impatient people are to: 1. LISTEN for **their** story. What journey are they on? What is their quest? How can you help them along the way. Listen to their story and reflect it back to them. 2. Tell a story of a real client with a similar problem and how you solved it. 3. Point to your reviews - they contain stories in multitudes

Clarity is key. A study by Microsoft revealed that the average human attention span has dropped to 8 seconds, underscoring the need for concise and straightforward messaging. Avoid jargon and complex language; opt for clear, benefit-focused communication.

"Omit needless words." - William Strunk Jr., The Elements of Style Ironically, LinkedIn won't let me post just the above (too few words!), so I'll add that I never regretted cutting words from a slide or document.

“Never use a long word where a short one will do…. If it is possible to cut a word out, always cut it out.” - George Orwell

As a self-identifying impatient person, I always want you to get to the point. As product marketers, I think we often focus on the "value prop" too much leading to a lot of fluffy language. Get to the "what" (what you do, what features you have, how you do it, etc.) as quickly as possible to appeal to impatient people. Be careful with the content and mediums you use as well. Avoid videos, long-form content, and heavy text marketing assets. Instead, opt for buy-lines, social media posts, infographics, and images wherever you can. This is all very dependent on your buyer. Some buyers, like technical buyers, will want more detail. In these cases, write with precision and conciseness, and organize your information intuitively.

One thing I've learned the hard way in engaging impatient people is: Get to the point fast. That said it all falls flat if you're not being clear. The last thing you want to do is use messaging that people have to unpick and decipher to understand what the thing does. To me being ‘clear’ in your messaging means: 1 - It connects to what your ideal customer wants and cares about 2 - It doesn’t get lost in translation – there’s no noise, we say what we actually mean, without jargon, without trying to be clever 3 - Shorter is always better 4 - It creates a mental picture You want your prospects to spend as little time to get your value. That builds instant credibility and trust. And in B2B SaaS, trust accelerates everything.

This is a common mispercepton. Benefits > features (mostly) Outcomes > benefits. For example. You've no doubt heard "No one buys a drill because they want a drill. They buy a drill because they want a hole." This is just not true. If I am drilling a hole, the outcome is not the hole. The outcome is my ability to attach my cabinet to the wall so when my 3YO climbs to find my stash of Hershey Bars on the top shelf, it doesn't fall back on him. In this case, the outcome is my kid's safety. THIS is why I want the drill. The hole is a means to an end. Understand your audience and their motivations for using your product or service. Then you can base your product messaging on what they care about and link it to what you do. ????????

Highlight how your product improves the user's life. Research from Nielsen shows that messages highlighting product benefits lead to a 38% higher chance of purchase intent compared to feature-focused messaging. Emphasize the practical and emotional benefits your product offers.

No one buys a drill because they want a drill. They buy a drill because they want a hole. Laser focus right off the bat on the problem they are trying to solve, and you may earn their attention. The rest can follow.

For some products it’s easy to overlook that a purchase decision has emotion based elements and not just a rational numbers based comparison.

Features tell, benefits sells. By understanding the current state of the prospect, position how the product can improve their life

Leverage social proof and urgency to drive action. According to a survey by BrightLocal, 88% of consumers trust online reviews as much as personal recommendations. Combine this with time-sensitive offers to create a sense of urgency that prompts quicker decision-making.

Numbers speak louder than words. If you can share proof points of how well your offering delivers results, then people will stop and listen. You have less than 28 seconds to get someone’s attention before they move on to the next thing. When possible, put your numbers in percentages. Some examples include: - xx% in lower cost - xx% faster response time - xx% higher customer retention Starting with meaningful numbers, and backing that up with verifiable customer stories, will cut through the noise and get the attention of your target audience.

La combinación de prueba social y urgencia no solo valida tu producto ante la audiencia, sino que también motiva a la acción inmediata al crear la percepción de que están perdiendo algo valioso si no actúan rápidamente.

The combination of social proof and urgency increases the effectiveness of product messaging for impatient users. By incorporating customer reviews, testimonials, or success stories, you can demonstrate the positive experiences of others with your product and validate its value quickly. By combining the power of social proof and a time-sensitive strategy, you are tapping into the psychology of impatient users, establishing credibility and prompting them to act quickly. This dynamic approach not only captures attention but also encourages rapid engagement, thus making your product messaging engaging and effective in a short amount of time.

building trust is an essential part of communication and there is no better way to it than social proof. its been the best marketing scheme for ages. let people see for themselves how your solution influenced others.

It can be hard to tell when your messaging is right. Here’s my secret to how you can figure it out: One of the best places to test your messaging is at a tradeshow because you get instantaneous feedback. At one event, I began experimenting with messaging I had been working on for while. When I talked with someone about our company offering, I led with my messaging. The first responses were, “That’s interesting," which told me I wasn’t where I wanted to be. I continued to adapt and refine the messaging until the very first thing out of their mouth was, “How?” At that point, I knew I had their attention and they were literally giving me permission to tell them more about our offering. That’s how you can tell your messaging is right!

Continuously test different messaging approaches. A/B testing can lead to a 49% increase in conversion rates, as found in a MarketingSherpa case study. Use analytics to understand what resonates best and refine your approach accordingly.

If you have done the hard-work to understand your customer, then testing will very focused. what messages move them? What information is critical to drive interest vs what is need for conversion? Start with interest, especially quickly with email and targeted online ads. once you meet benchmark conversions for ypur industry, start moving down the funnel.

Developing a captivating product message requires a flexible and agile process. A complex and burdensome process might result in settling for the initial message to avoid product launch delays.

Always align your messaging with your brand’s values and voice. A consistent brand presentation has been seen to increase revenue by 33%, according to a Lucidpress report. Ensure your messaging is not only engaging but also authentic to your brand identity.

Like Dr. Now (Younan Nowzaradan) says, "You've got to do the work!". Talk to customers and buyers and take lots of notes. You can make some assumptions, but what do you know if you don't know your customer.

Tailor your messaging to resonate with the individual's needs or preferences. In today's world, it is possible to create personalized messaging for everyone, at scale. Personalization makes the message more relevant and engaging for impatient buyers. As per HubSpot, personalized CTAs convert 202% better than default or generic ones!

Get to the point quickly: Prioritize a concise and impactful value proposition that immediately captures their attention and highlights the core benefits of your product.

Copywriting is to messaging what decor and furnishings are to a house - it's what helps people connect and creates personality. Messaging should be clear, strategic and applicable to multiple scenarios. Use great copywriting to tailor it to particular personas and moments in the customer journey. You probably wouldn't use the same tone of voice for a social ad and a customer support response, for example.