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What is the most important aspect to emphasize in your product messaging?

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Product messaging is the way you communicate the value and benefits of your product to your target audience. It helps you differentiate your product from the competition and persuade potential customers to take action. But what is the most important aspect to emphasize in your product messaging? In this article, we will explore how to craft a compelling product messaging strategy based on your product's unique selling proposition, your customer's pain points, and your market positioning.

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Danny Schnaars

VP of AmeriGlobe LLC | Innovating Bulk Bag Design, Flood Control

1 Unique selling proposition

Your unique selling proposition (USP) is the core reason why your product is better than the alternatives. It should highlight the main problem you solve, the solution you offer, and the benefits you deliver. Your USP should be clear, concise, and memorable, and it should resonate with your ideal customer. To find your USP, you need to understand your product's features, advantages, and benefits, and how they relate to your customer's needs and wants.

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Mohamed Camara GUEYE

Software Architect - transitioning to Product Management
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Comment Simon Sinek l'avait dit "people don't buy what you do, they buy why you do it". L'aspect le plus important pour moi sera le pourquoi. Et dans le message on peut faire deux pourquoi celui qui fait sentir à la cible pourquoi nous sommes là. L'autre pourquoi à faire sentir à la cible c'est pourquoi ce produit par un autre. Pour le dernier pourquoi cela ne se fait pas sentir forcément en listant les fonctionnalités, avantages, caractéristiques de votre produit mais le plus souvent en déclenchant un certain nombre de sentiment et de valeur qui sont important pour lui.

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2 Customer pain points

Your customer pain points are the specific challenges, frustrations, or issues that your product helps them overcome. They are the reasons why your customer is looking for a solution in the first place. Your product messaging should address your customer's pain points and show how your product can solve them. To identify your customer's pain points, you need to conduct customer research, such as surveys, interviews, or feedback, and analyze their goals, motivations, and objections.

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Danny Schnaars

VP of AmeriGlobe LLC | Innovating Bulk Bag Design, Flood Control
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In my industry, we require our sales reps to visit our customers' manufacturing facilities to find their pain points. Since sales reps typically only have a few contacts within a company, they are typically limited to input about pain points from a couple of people. By visiting the production facilities, they have access to a significant portion of their customer's product lifecycle. This improves the ability to identify all of the pain points more thoroughly. Doing this also gives real-world examples of how new innovations can affect their pain points, reducing their "pain" and likely their costs.

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3 Market positioning

Your market positioning is the way you want your product to be perceived by your target market in relation to your competitors. It helps you establish your product's identity and value proposition in the market. Your product messaging should reflect your market positioning and emphasize how you stand out from the crowd. To define your market positioning, you need to analyze your competitors, your target segments, and your unique value proposition.

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4 Product messaging framework

A product messaging framework is a tool that helps you organize and align your product messaging across different channels and stages of the customer journey. It consists of elements such as your product name, tagline, elevator pitch, value proposition, key benefits, and proof points. A product messaging framework helps you create consistent, relevant, and persuasive messages that convey your product's value and appeal to your target audience.

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5 Product messaging tips

Creating effective product messaging for your product is essential for connecting with your customer and inspiring action. To do this, use simple language that your customer can understand and relate to, and focus on the benefits and outcomes of your product rather than just the features and functions. Additionally, employ emotional triggers and storytelling techniques to create a strong connection with your customer. Finally, make sure to test and optimize your product messaging based on feedback and data.

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6 Product messaging examples

To demonstrate how product messaging works in practice, consider the following examples from different products. Slack is described as the “collaboration hub that brings the right people, information, and tools together to get work done.” Airbnb encourages customers to “find adventures nearby or in faraway places and access unique homes, experiences, and places around the world.” Spotify is a “digital music service that gives you access to millions of songs.” And Evernote offers a way to “capture and prioritize ideas, projects, and to-do lists, so nothing falls through the cracks.”

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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?

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Imran Zaki Sarwana

Founder | Textile Exporting & Consultancy ,Real Estate Turn Key Projects.
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Know your audience. Focus on value. Use stories and examples. Be clear and concise. Be honest and realistic. Ask for feedback.

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What is the most important aspect to emphasize in your product messaging?

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3

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5

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7

1 Unique selling proposition

2 Customer pain points

3 Market positioning

4 Product messaging framework

5 Product messaging tips

6 Product messaging examples

7 Here’s what else to consider

Product Development

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What is the most important aspect to emphasize in your product messaging?

1

2

3

4

5

6

7

1 Unique selling proposition

2 Customer pain points

3 Market positioning

4 Product messaging framework

5 Product messaging tips

6 Product messaging examples

7 Here’s what else to consider

Product Development

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