AMA: Archer Director of Product Marketing, Jane Reynolds on Messaging
View AMA Answers
Top Questions
The benefit of offering features your competitors already have is that consumers understand them—so don't overcomplicate messaging, or try to use unique branding for a product that's not unique. Stick to the names and descriptions users already know.
It doesn't just matter what you're saying but when. ABCD test your messaging content and when you are sharing that messaging with your users and review engagement metrics.
It's all about clarity. User education is key when it comes to something new where user adoption is vital. Keep it simple and clear.
Extremely! As they say, everyone's a marketer ;) So being able to identify the impact of messaging is incredibly important in demonstrating why certain messaging decisions are made. Data doesn't lie.
Revisit, revisit, and revisit some more! Review it yourself multiple times. Share options with customers. Get opinions from potential customers. Get feedback internally. Review your competitors. Focus on one thing at a time and keep the language as concise as possible.
Find trends in your top-performing messaging that you can reuse in a new way.
Create a list of 2-3 components that your messaging always has.
Customize for each demo, considering everything from user journey to age to gender to location
Test, test, test!
If you can make it a one-pager, even better. Stick to the most compelling points and focus on quotes that are descriptive versus just complimentary. And ask your sales team! What are the tools that will be most beneficial to them?
AB test the messaging, and remind leadership of the customization that can be done. Work with colleagues in product to align. Sometimes opinions aren't swayed, but if you come forward with contextual data—and respected people who share your view—there's often wiggle room.