How can you develop a messaging framework that showcases your product's unique features?

Identify your target audience, try to understand their pain points and requirements and try to provide solution to the challenges they face by tailoring the messages. Take timely feedback to understand the shift in demands, get clarity about the trends and then leverage it for modifying your solution and reframing the messages.

To create a compelling messaging framework: 1. Audience Focus: Understand target audience pain points and adapt messages accordingly. 2. Value Proposition: Bridge the Value Gap by clearly conveying benefits. 3. Message Pillars: Develop high-level guiding ideas based on user needs. 4. Storytelling: Craft narratives illustrating how features solve real problems. 5. Feedback & Validation: Embrace feedback, validate with data, and avoid biases. These steps ensure effective communication of unique product features.

One thing I have found useful in the context of B2B products is understanding and segregating the needs of the buyers and users in your audience. There are times when buyers are not necessarily the target users of the products. It's necessary to follow a balanced approach to meet both of these needs to drive product growth.

Develop messaging lead by your customers’ pain points and needs, not by your product’s features. Show how your product answers those needs and resolves those pain points, and weave your features into this, so that you stand out for the value you deliver. This will resonate better with your market.

I agree that it is to identify the target audience (already mentioned elsewhere) and what pain points both technical and business related this solution will solve. Grouping target audience by market segment also helps prospective customers identify with existing customers. Adding in success stories, case studies,and customer profiles is helpful as well. Highlight the top 2-3 reasons why the solution you are discussing is important. Give them a reason to investigate the solution further.

This might be more difficult than it sounds and a proper value proposition can make or break a product. Make sure you spend enough time on this and perhaps even go as far as using the Jobs to be Done metric and a lot of customer research to nail this essential point of every business!

There's a concept that most of us miss: Value Gap. That space between what you actually offer as solution and the actual value your clients perceive from you. Your communications should have that focus. It's common that we as PMs get excited about the good looking and innovative features that we added in this sprint ?? But if you are not communicating to your customers: ? clearly ? in their language ? the benefits they get no matter how pretty your features look, they won't care. Whichever is your industry, use the boring business marketing: Because what they're selling isn't flashy nor cool, they highlight how the product or service helps people or businesses in a meaningful way; features come later.

There’s a missing step before defining the value proposition: understanding the customer problem. We need to be crystal clear on which action our target customer is trying to achieve, and be specific on the problems encountered. A good way to think about it is the following (Figma’s example): 1. Current way: you are trying to design with your team using Sketch 2. Problem: but this process is slow and inefficient 3. Limitation of the current way: because Sketch does not allow multiple people to work on the same file at the same time 4. Product capability: now you can work with team in the same file at the same time 5. Product feature: with real time collaboration 6. Benefit: so that your team can immediately build off each other’s ideas

A lot of people start with the product here. I would propose that one look to state what the problem is that the product solves before getting into the product or any features that it has. The goal is to catch the right people’s attention. People recognize problems they have, and converting people from reading the first line to reading the second line is hill to climb.

Successful and effective messaging of a product's unique features is best achieved by aligning the product's features with the customer's needs and pain points. Articulating how the features will positively impact the customer, without the customer having to infer this themselves, is key. Defining user personas and use cases supports this approach and aids in success.

Message pillars are high-level guiding ideas encompassing: 1. What user needs it satisfies 2. What core benefits and outcomes it provides 3. A simple high-level value proposition statement - Developing message pillars prior to detailed design ensures focus on user-centricity and clarity of purpose. - Key pillars typically cover major elements like ease, effectiveness, enjoyment and fit for purpose. - Researching target user pain-points, mental models - Message design follows pillar structure but adjusts languages - User testing refines pillars before finalizing overall messaging framework

As Riitu said, message pillars are the high-level guiding principles for your product. Laying the foundation for what could be beneficial for your users, what emotion will it provoke, and what messaging orientation your product will carry, are all based on structuring the message pillars with intense user-centricity. For example, Headline: Accurate Birth Forecast for your child Description: Pregspect provides an accurate birth forecast and the weight and length of your baby by taking into account your height, weight, and habits. Proof Point: For 9 out of 10 pregnant women, the estimated delivery date from maternity care is not the most likely date of birth, because it is based on only your menstrual date and not individual factors.

Creating your message pillars is akin to crafting a symphony of resonance. It's about identifying the core truths that form the bedrock of your communication, each pillar a resonant note in the melody of your brand. These pillars should echo not just what you do, but why it matters, weaving a narrative that speaks to the soul of your audience. Think of them as lighthouses guiding your messaging through the turbulent sea of content, illuminating the path to your brand's unique identity. They're the timeless principles that weather storms and stand strong, providing a consistent and harmonious tune that captures the hearts and minds of those who listen.

Identify three to five core messages that support your positioning statement and highlight different aspects of your product's value proposition. Each pillar should emphasize a specific benefit or feature.

For example I’d write something like: Representing a diverse range of outdoor enthusiasts, from hunters and anglers to campers, our message pillars anchor our commitment to both the thrill of outdoor activities and the ethos of conservation. Central to our brand are three core themes: embracing outdoor diversity, championing conservation, and promoting land stewardship. We don't just offer products; we provide an experience steeped in sustainability and responsibility. Whether it's our wide array of specialized equipment or our active involvement in conservation projects, we aim to ensure that every adventure is both fulfilling and conscious of our planet's well-being.

No matter how much effort has gone into determining the pillars of your messaging and painstakingly thinking through every word mentioned, there is a high possibility that the messaging is not ideal. This is especially true of products which are early in their life cycle and still growing. For example, we were building a platform targeting small ticket investors and the initial messaging revolved around the lower ticket size. However, user feedback made us realize this is not resonating well with the target audience. When evaluating investment opportunities, people wanted to focus more on the returns and the risk involved. Thus, we rejigged the entire messaging framework to bring out these aspects. The result - 50% increase in DAU!

Crafting a standout messaging framework: -Unearth your product's gems. -Paint a clear, captivating picture. -Solve real problems, tell a story. -Use visuals, stay consistent. -Crush objections, embrace feedback. -Stand tall against competitors. -Test, measure, adapt, repeat.

The most important step - if done right: - Based on your resources, define a validation strategy using quantitative (metrics) and/or qualitative (surveys/interviews) methods - Be organized: keep track of WHAT messaging variant are you testing against WHICH audience - Be critical of results to make sure your results are not biased - If the outcome of your testing phase involves a big decision/budget, invest in an external review of your test results with a UX Researcher that will rule out biases in your results

we should consider Cross-Channel Consistency: Ensure that your messaging is consistent across various marketing channels and touchpoints, including your website, social media, email marketing, and advertising.

Testing and refining your messages is akin to sculpting with words, where every chisel mark and curve of phrase counts. It's not just about trial and error; it's an alchemical process of transformation. You're distilling raw ideas into refined elixirs that resonate with your audience's essence. Think of it as a linguistic laboratory, where every word is a molecule in a potion, and every test is an experiment in impact. With each iteration, you're not just shaping messages; you're molding perceptions, emotions, and actions. It's the secret workshop where your words evolve from mere communication to compelling connection, ensuring that what you say becomes a resonant part of who you are as a brand.

Don't forget about having defined "Tone of Voice" document or at least a guide for your team. Especially in a bigger teams it will allow you to keep a consistent communication not only idea-wise, but also with a same attitude.

The process for messaging at its core is the same as the process for creating a core product vision: - Imagine you're at a noisy bar. Explain your product in 1 sentence. - We help [user] [problem] by [solution].

Embrace intersectionality! Listen to all of the members of your team (especially if they have a different background than yours) and don't forget the power of 'foolish' ideas. I'd suggest locking in 30 minutes with the team every week where you chat and dare to say out loud as foolish ideas as you can. Chances are that one of such ideas might be polished into your new marketing campaign!

Highlighting the benefits of our product is paramount; it surpasses merely showcasing its features. When we send out weekly updates on new features, users must see the direct relevance of these additions to their own needs; otherwise, they may quickly disengage. The core principle here is to engage users by addressing their pain points and demonstrating that if they are facing a specific challenge, our latest feature can provide a meaningful solution.

As a product manager we must keep in mind the existing tools which is serving the purpose only then we can compare and come out with unique idea to enhance our product value. Instead of typing we can have feature like live translating your voice into local language texting and send. And the other side receiver can customise throught local device setting whether to accept the message as voice or text for each sender.