THE ART OF COMMUNICATING VALUE
In the world of startups and innovative businesses, having a compelling product or service is only half the battle. The other half? Effectively communicating what your product does, why it’s unique, and why your customers should care. This is where the importance of developing your product messaging comes into play. It’s the fourth step in our 10-step blueprint to launch your startup.
THE ROLE OF PRODUCT MESSAGING
Product messaging is a crucial aspect of your marketing and sales strategy. It’s the bridge between your product and your customers, encapsulating the essence of your value proposition, and translating it into language that resonates with your target audience. It’s not just about what you say, but also how you say it. The goal of product messaging is to make your Ideal Customer Profile (ICP), which we defined in a previous article, understand and appreciate the value your product brings.
EXAMPLE OF EFFECTIVE PRODUCT MESSAGING
The power of effective product messaging is perhaps best illustrated by Apple’s iconic “Here’s to the Crazy Ones” commercial from 1997. The ad didn’t focus on product features or technical specifications. Instead, it celebrated a spirit of rebellion, of innovation, of thinking differently. It spoke not to everyone, but to a particular kind of customer – the misfits, the rebels, the round pegs in the square holes.
In a memorable line, the ad states, “the people who are crazy enough to think they can change the world, are the ones who do.” This line brilliantly encapsulates Apple’s brand messaging – it’s not just about the product, but about the people who use it. It’s about their aspirations, their values, and their desire to make a mark on the world. This is the essence of powerful product messaging – it connects with the customer on a deep, emotional level and communicates not just what your product does, but what it stands for.
Also I have to mention that this commercial is part of Apple’s “Think Different” advertising campaign, which was launched shortly after Steve Jobs returned to the company in 1997. This campaign marked a significant turning point for Apple. At the time, the company was struggling and on the brink of bankruptcy. Jobs and his team launched the “Think Different” campaign to re-establish Apple’s brand identity and renew its focus on innovation and design.
The “Here’s to the Crazy Ones” commercial in particular is known for its powerful narration and its celebration of “the misfits, the rebels, the troublemakers” – individuals who see things differently and change the world. This message resonated with many viewers and served as a clear declaration of Apple’s commitment to creativity and innovation.
So, as you craft your product messaging, remember Apple’s approach. Strive to create messaging that not only communicates the features of your product but also tells a story, evokes emotions, and resonates with your target audience’s values and aspirations.
STEP-BY-STEP GUIDE TO DEVELOPING YOUR PRODUCT MESSAGING
Creating effective product messaging is both an art and a science. It involves a deep understanding of your customers, your product, and the competitive landscape. Here’s a step-by-step guide on how to craft your product messaging:
- Understand Your Audience: Your product messaging should be tailored to your ICP 【3】. Understand their pain points, their goals, and the language they use. Use the insights gained from defining your target market to guide your messaging strategy.
- Articulate Your Value Proposition: Your value proposition is the unique value that your product provides to customers. It’s what sets your product apart from the competition. Your value proposition should be the core of your product messaging 【4】.
- Consider the Competitive Landscape: Your product doesn’t exist in a vacuum. Understand your competition and how they position their products. This can help you differentiate your messaging and highlight your unique value 【2】.
- Create a Messaging Framework: A messaging framework is a tool that helps align your messaging across your organization. It typically includes components such as your mission statement, value proposition, product benefits, and key differentiators. Each component should be clear, concise, and compelling.
- Test and Refine Your Messaging: Product messaging is not a set-it-and-forget-it task. It should be continually tested and refined based on customer feedback, market changes, and the evolution of your product.
THE IMPACT OF PRODUCT MESSAGING ON YOUR STARTUP
Effective product messaging can make the difference between a product that languishes unseen and one that captures and holds the attention of its intended market. It helps customers quickly understand what your product is, why they should care, and how it’s different from other options available in the market.
Moreover, clear product messaging helps align all aspects of your business – from marketing and sales to product development and customer support – ensuring that everyone in your company is on the same page about what your product does and why it matters.
In conclusion, developing your product messaging is a vital step in your Go-To-Market strategy. It’s about making sure that the value of your product is not just understood, but also appreciated by your customers. And remember, good messaging is a journey, not a destination. As your product, audience, and market evolve, so too should your messaging.
CONCLUSION
Developing your product messaging is not just about explaining the features of your product or service. It’s about crafting a narrative that connects with your target audience on a deep and emotional level. It’s about understanding your Ideal Customer Profile and the competitive landscape, articulating your unique value proposition, and presenting your offering in a way that resonates with your customers’ needs, desires, and values.
Your product messaging serves as the bridge between your product and your customers. It’s the vehicle that carries your value proposition into the minds and hearts of your audience. When done right, it doesn’t just educate your audience about your product; it inspires them, engages them, and compels them to action.
So remember, in the words of the legendary Steve Jobs, “People don’t buy what you do; they buy why you do it.” As you craft your product messaging, always keep this in mind. Strive to communicate not just the ‘what’ and ‘how’ of your product, but, more importantly, the ‘why.’ Show your customers that your product is more than just a tool; it’s a pathway to achieving their goals, a reflection of their values, and a vehicle for making a positive impact in their world.
In the vast marketplace of today, successful product messaging is not just about standing out. It’s about being understood, being valued, and being chosen. So take your time, do your research, and craft your product messaging with care. Your business – and your customers – deserve nothing less.
About the author: Gino Volpi is the CEO and co-founder of BELLA Twin, a leading innovator in the insurance technology sector. With over 29 years of experience in software engineering and a strong background in artificial intelligence, Gino is not only a visionary in his field but also an active angel investor. He has successfully launched and exited multiple startups, notably enhancing AI applications in insurance. Gino holds an MBA from Universidad Técnica Federico Santa Maria and actively shares his insurtech expertise on IG @insurtechmaker. His leadership and contributions are pivotal in driving forward the adoption of AI technologies in the insurance industry.
