How to introduce your product/service?

Messaging is the king! Ever heard of this? We all try to make awesome products for our consumers, but do we focus enough to articulate the communication such that our users understand the product/service (P/S) better?

We recently followed a simple framework which really helped us articulate communication for various aspects of our P. And it all began with a simple question: How will you introduce something?

There can we different ways of introducing a P/S by highlighting:

1. The tangible attribute of the P/S
2. Benefits that users can derive of the P/S
3. Value of the P/S
4. Group of users that is likely to use the P/S
5. Legend/Story around the P/S
6. Space/Origin associated with the P/S
7. Moments that may be created around the P/S
8. A Symbol that can describe the P/S
9. The purpose for which the P/S is being introduced

The exercise was simple, we all took 5 minutes to write our thoughts for each of the above pointer/how best we can describe each aspect of the P/S. After writing for all the 9 pointers above, we collated all our ideas (some ideas are bound to overlap and hence advisable to discuss only after everyone is done with contributing on every aspect).

You will be surprised by the quality and quantity of ideas that you might get after the exercise. Collectively decide top N ideas you would want to take to your creative agency/design team. Discuss with them and pick up an idea that can really take the required creative leap and has the potential to shape into a really good campaign.

The exercise did prove out to be beneficial for us, hope it does add some value to you as well.

Thanks.