Here's how you can employ creativity to craft captivating product positioning and messaging.

A great way to gain perspective and pressure test your value proposition is to write the following sentence and see how compelling your story is: For A user in B environment solving C problem, D product delivers E key benefit, unlike F, which only does G, H, and I. This will act as a forcing function to ensure your target customer definition is specific enough and that your distinctive competence delivers real and compelling value compared to the alternatives.

Sometimes a new market entrant can accelerate customer time to value due to its simplicity. Through market intelligence and understanding of the competitive environment, consider the capabilities your product is missing. If competitors have more mature capabilities, a customer may experience increased product complexity, resulting in less perceived value. Due to your product's simplicity, your product may require less training, technical knowledge, professional services, or administrative overhead.

In all the repositioning work I do with Sales-led SaaS companies the #1 activity in week 1 is always deeply understanding who they're for, and who they're not for. This dynamic of for/ not for is critical - in particular in understanding what differs in what they - care about - fear - get frustrated with - aspire From there we then zoom into what keeps them up at night - i.e. getting to the heart of the pains & problems they struggle. Next: ranking the problem on two important ingredients: How valuable they are to solve (scale 1-10) and how critical they are to solve (scale 1-10) This always drives heated but highly clarifying discussions. Next: validate the essence of this with actual customers. Do they recognize themselves?

Listening to customers is a very effective way of understanding their pains and needs. However, living their pain gives a much more powerful insight into their real needs as feedback can be misleading. So, use your products, be your own customer, and see where it leads you.

I start by putting myself in the shoes of my target audience and thinking outside the box to find unique angles and insights. Whether it's using storytelling, humor, or unexpected visuals, creativity adds that extra spark to make our messaging stand out. By infusing creativity into our approach, we can create messaging that resonates deeply with our audience and sets our product apart from the competition.

Entender sobre a transforma??o que o cliente almeja, as dores que o impedem de prosseguir e qual o percurso trilhado até ter contato com o produto s?o as principais iniciativas para que seja feito o processo empático. Paralelamente a isso, é importante avaliar em quais canais poderemos construir um storytelling evidenciando como cada pessoa atendida sairá do ponto A para o ponto B ao usar o produto. Cada touchpoint que remeta uma transforma??o, resolu??o de conflito e gera??o de valor contribuir?o aumentar a percep??o de valor. Seja criativo, simplifique e crie nomes de produto que ser?o íntimos e de fácil entendimento para o seu cliente. Esteja presente nas comunidades, ou?a feedbacks e saia do comum.

I think it's important to look inward first. It's easy to rattle off a list of features and benefits, declare your company better than others, and completely forget about the human experience. If you're really honest with yourself and can look at your own fears and desires, you'll have a better shot at creating a lens that enables you to see the world, including your product, from the customer's perspective. Then you can start writing.

In messaging, it is very important to understand the consumer journey and what problem are we trying to solve.Would our solution be a painkiller or a vitamin? This helps in crafting stories that speak to them and resonate with them.It not only triggers action but also conversion.

How you treat your early adopters usually sets the bench on how you foster a culture of forging deep connections. Understand their mindset - they’re tech-savvy and driven by innovation. Give exclusive previews or beta access to make them feel valued while gaining crucial feedback. Foster a community where they can share experiences and advocate for your brand. Tailor communications to highlight technical specs and updates, keeping them informed. Offer incentives like discounts or early access for their loyalty and empower them to share their enthusiasm through referral programs and testimonials. This turns them into advocates for broader market acceptance.

La conexión emocional es el elemento fundamental en la comunicación. Sin ella el terreno será complejo. Tomamos decisiones mayormente basadas en nuestra emociones y luego las justificamos. Contar historias, mostrar ejemplos o hablar del éxito de otras personas; ayuda a abrir posibilidades y logra sacar a los prospectos de su Status Quo. Hay que evitar hablar de productos y sus características, ya que eso no conecta con las emociones. "Recuerdo que comencé trabajando en una empresa de computadoras, me asignaron mi primer cliente al que ya se le había vendido, pero no le habían configurado sus equipos. Es fácil imaginar la molestia del director en la primera visita. Tuve que hacer un gran esfuerzo de escucha para comprenderlo y resolver".

The below advice is bad. Forgettable brands tell stories about their own products. Great brands tell about their customers aspirations. >> “Create a story that places your product at the center of a narrative arc…”

Data + Emotion = Story Power: Combine insights with emotional triggers for impactful narratives. Hero Product: Craft a story where your product solves a problem or improves lives . Engage & Educate: Entertain while highlighting your product's value. Visualization Wins: Help consumers see themselves using and benefiting from your product

In terms of crafting a narrative, it really helps if your are clear on your fundamentals. What are you? ....and What do you want to be? In a crowded competitive landscape, many companies can claim to be "leaders"....of what, no one really cares...it all becomes "blah blah". Occasionally a genius example comes along...example "Intel Inside"....not saying what its doing inside, but just the fact its there...subtext of driving the heart and brains of the system. Understand your fundamentals and you can build on that.

Crafting creative and unique marketing narratives involves a deep understanding of our product's unique value and our audience's needs. Start by pinpointing the core features that differentiate our product from competitors. Use these unique selling points as the foundation of our story. Engage emotionally by highlighting real-world applications and benefits that resonate with the audience's aspirations or pain points. Incorporate compelling visuals and storytelling techniques to create a memorable experience. Always iterate based on feedback to ensure the narrative remains relevant and impactful, driving user engagement and loyalty.

Employ creativity to craft captivating product positioning and messaging by crafting narratives that transport, transform, and transcend. Use the power of story to convey your product's purpose, benefits, and unique value. Develop a compelling hero's journey, highlighting the challenges, triumphs, and successes of your customers. Weave in vivid imagery, metaphors, and analogies to make your message more relatable, memorable, and impactful. By crafting narratives that resonate, you can create an emotional connection, drive engagement, and make your product truly unforgettable.

They say a picture is worth a 1000 words. If so, then a video is worth a 1000 pictures. Making a video of you future product in the hand of you customer, will force you to tons of imagination and creativity. Who is your customer? Who is your narrator? What will be the magical moment scenes that emphasize the value propisition's moment of truth. What are the winning features? What parameters do they win by? All these decisions with push your creativity and empathy for the customer. After all thos are decided, you have the creativity needed to produce the video: speed, budget and purpose will guide you. Good luck!

How many of us start to feel thirsty only after seeing a pepsi can, beaded with droplets? There's something evocative about such imagery. Visuals can trigger deep-seated feelings and emotions. It's no surprise that even large deal decisions in business are subtly influenced by the visuals used in marketing. The brand is essentially what they see. As product marketers, our visualization not only inspires but also strategically guides creative design teams to effectively bring the brand's core messages to life. By crafting visuals that resonate emotionally, from the crisp clarity of a water droplet to the warmth of a morning coffee mug, we do more than capture attention—we stir desires and influence decisions. ?

Employ creativity to craft captivating product positioning and messaging by visualizing boldly. Use vibrant imagery, striking graphics, and immersive experiences to bring your product to life. Create interactive demos, 3D models, and augmented reality experiences that let customers explore and interact with your product in new and innovative ways. Leverage the power of visual storytelling to convey complex benefits, showcase key features, and evoke emotions. By visualizing boldly, you can capture attention, spark imagination, and make your product truly unforgettable.

My Guiding Principle on Bold Visualization! "What they see is what you believe; what they feel is what you achieve." To visualize boldly in product marketing, focus on strong visual storytelling that clearly conveys your product's value. Start with an eye-catching, cohesive color palette and design elements that align with your brand identity. Use infographics, diagrams, and illustrations to simplify complex concepts and emphasize unique features. Real-world images or videos of the product in action create relatable contexts that appeal to customers. Layer in bold typography for key messages, and leverage motion graphics to guide attention. Make sure the visuals reinforce the narrative, leaving a memorable impression that inspires action.

Getting input on your messaging from customers and prospects before your finalize it and scale it through campaigns will increase the chances of it resonating with your target audience. If you are in a B2B setting and you don't have time or the means for formal feedback through A/B testing, quantitative research, or focus groups, work with your sales team to test the messaging on customer or prospects as part of the sales pitch.

Iteration is critical for any new product or campaign. Gone are the days when everything had to be planned perfectly and then set in stone with traditional media. Some people are still stuck in that mentality (old companies with people that never worked anywhere else and are too concerned about their personal status) but with digital media there is a constant feedback loop and putting something out there, that may be a little uncertain, and listening to feedback and then fine tuning - that is how the game is won today. Much faster. Iteration is a major reason why startups succeed over much higher rivals.

Most AB testing efforts have 2 short comings: 1. Insights derived from bad data 2. Miss interpreting good data to derive bad insights Understanding why you a result and their potential implications is key. We were changing our product positioning to shift focus from SMBs to Mid Market accounts. We saw a significant dip in demos being booked as well as our new revenue acquisition. Our initial conclusion was that the positioning was ineffective, but we later realized that the potential deal size of each demo had increased significantly. And the reason revenue dropped was because we were lacking 1 or 2 key features. We later even had to rework on our content strategy in order to align with the things our new customers were talking about

Old Product Jungle Sayings! 1. Tell me how you test, and I will tell you how you succeed 2. Tell me how often you test, and I will tell you how well you improve. 3. Tell me how well you react to feedback, and I will tell you how fast you'll grow Start by developing multiple concepts, each emphasizing unique value propositions. Run A/B tests on landing pages, ads, and emails to gauge customer reactions. Experiment with visuals, copy, and tone to ensure clarity and emotional impact. Each iteration should focus on one variable, allowing precise insights into customer preferences. By testing iteratively, you can continually refine your narrative, ensuring it resonates deeply, stands out from competitors, and drives engagement.

A/B testing is a powerful tool, it's essential to test one variable at a time to isolate the impact of each change accurately. Keep a close eye on the performance metrics you're testing by tracking relevant metrics and ensuring the results are statistically significant to draw meaningful conclusions.

Employ creativity to craft captivating product positioning and messaging by evolving constantly. Stay ahead of the curve by monitoring industry trends, customer needs, and market shifts. Refresh your messaging to address new pain points, highlight emerging benefits, and showcase innovative features. Use data-driven insights to optimize your approach, A/B testing and refining your strategy to maximize impact. By evolving constantly, you can stay relevant, keep your audience engaged, and drive continuous growth and success.

The world today is ever changing, to get your clients captivated and interested you must evolve and keep changing your message and positioning to match or resonate with the current trends and needs of your targeted audience and clients. Evolve or die!

From a Marketing perspective..."evolving" your message and positioning, really just means you just adapt as you learn about what works-what doesn't work in your initial applications and markets. Your initial positioning may not be right. Realising this means you need to embrace Marketing "Darwinism".... you evolve or you die

Make sure your messaging is differentiated. 3 tips to ensure differentiation: - Adopt the language of your customer, not marketing speak. - Analyze competition, but don't get caught in the imitation game, try to out-position them. - Develop your own brand voice and tone to stand out from the crowd.