Key the messaging of your product with this 8 -step frame

The majority of the messaging of products fails because it tries to do too much: crowd the characteristics, overexplain and expect something to stay. But clients not only care about their characteristics, but they care to solve their own problems. If your message is not clear, relevant and memorable, it does not work.

In this article, I will share a messaging frame of 8 -step products to help you create messages that stand out, resonate with your audience and really boost the action. It is practical, tested and designed to cut the noise. Let’s get into that.

1. Understand the current approach of your customers

Before you can create convincing messages, you must find out what your customers are doing now, and with whom or what you are really competing. Often, its true competitor is not just another company; It can be a spreadsheet, a manual process or the option of doing nothing at all.

How to discover your true competition:

• Look lost offers. When you lose a deal, discover who they chose. Was it a direct competitor? Or did they stay with the system they already had?
• Analyze agreements won. When someone chooses it, ask about your decision process. Who else was on your short list? Most buyers only compare the 2-3 options, so it is crucial to stand out and reach that short list.
• Ask your best customers. If your product did not exist, what would they do instead? His answers reveal the real world alternatives he faces.

Advice: The status quo is often its greatest obstacle. If customers feel comfortable with their current process, you must demonstrate why staying the same is more expensive than changing you.

Related: 3 super simple ways to understand what your client wants

2. Discover what makes you highlight

Once you know who or what is competing with, identify the unique factors that distinguish it. Think beyond the characteristics: it may be a superior support, A niche approach or proven results with specific industries.

Possible differentiators (not characteristics) could include:

• A more useful customer experience (for example, faster incorporation or a more receptive support).
• Experience in a specific market or problematic area.
• Flexibility or customization that others lack.
• A success history with companies similar to its target customers.

Advice: If your offers seem too similar to those of others, deepen. People do not need “another” version of the same product; They need something really better.

3. Show why your differences are important

Highlight is not enough: you must show how these differences help your customers.

Try this process:

1. List your differentiaries (the unique characteristics or strengths you have).
2. Ask: “What’s for them?” For each characteristic, highlight the specific benefit.
3. Group similar benefits in broader issues.

When focusing on the benefits instead of the characteristics, customers can see how their product improves their daily work.

4. Priorit your 3-4 higher value points

While your product can have many benefits, people will only remember some. It is better to emphasize a small set of powerful points than overwhelming them with too much information.

How to choose your central value points:

• Relevance: What benefits do they speak more directly about the biggest problems of your audience?
• Uniqueness: What is the most difficult for competitors to copy or claim?
• Defensibility: What strengths show that you are the best option in a clear and credible way?

These value points of 3-4 become their nucleus Value proposals – Use them consistently in all your materials.

Advice: Clarity exceeds quantity. Some strong value points have a greater impact than a long and forgettable list of characteristics.

Related: 3 ways to find the voice of your brand

5. Build a message hierarchy

A hierarchy of messages helps you stay constant in all channels, from your home page to sales arguments. Start with its central value points, then move to messages of support and end with evidence.

Structure it like this:

1. Central value points: The main 3-4 benefits he chose in step 4.
2. Support messages: Additional details or benefits that reinforce why these central points are important.
3. Test points and use cases: Numbers, stories or real examples that show how these promises meet.

Example:

• Central value point: Accelerate the interview process with Calendly.
• SUPPORT MESSAGE: Automate and standardize the messages of the interview to reduce non -shows and cancellations while sharing resources and sends timely reminders for a perfect experience.
• Test point: On average, teams that use calendously turn 3 times faster and save 10 hours per week.

6. Establish tone and style guidelines

You have stuck what to say, now think about how to say it. Define a tone that fits your brand and resonates with your buying characters.

Creating the voice of your brand:

• Coincides with the style of your audience: Are they looking for a formal and professional tone or something more friendly and relaxed?
• Establish clear rules: Provide examples of the correct tone, along with two and not do. This helps everyone in their team to communicate in a consistent and recognizable way.

Related: How to form a clear voice and tone for your brand

7. Custom messages for different audiences and stages

The messaging is not unique. Adjust your main messages based on who you are talking to and where they are in the purchase process.

Examples:

• Decision makers: Emphasize high -level results, such as ROI or general cost savings.
• Daily users: Grant in the ease of use and practical characteristics.
• Consciousness Stage: Talk about common problems and introduce your solution.
• Decision stage: Show clear tests and highlight what makes you highlight.

This customization guarantees that each audience obtains the information that matters most.

8. Try and validate your messaging

Your messaging is just a theory until you try it. Collect real world comments to see what gets home and what falls flat.

Ways to prove:

• A/B test: Try different headlines, emails or copy of advertisements to see which version works best.
• Customer comments: Request reactions during sales calls and Right defeat analysis. What parts confused them and what did he bow?
• Team insights: Listen to customer sales and success equipment. They often know which messaging points are maintained and which ones need improvements.

Keep refining until your messages constantly resonate with customers and guide them to choose it.