AMA: Instawork Head of Marketing, Frances Liu on Messaging

It can be hard to keep messaging simple and poignant. It takes time, revs, and validation. There's pressure to get it perfect right off the bat. Or people sit and forget....

I find it helpful to test along the way and continue testing once it's released broadly. Unsurprisingly, we work closely with customer-facing teams, advisors, and interna...

As others have mentioned, practice. It's hard to find the extra time, so here are some ideas: Try different frameworks to refresh on basics Find reasons to tag-team a re...

To build consistency, it's critical that everyone in the company believes and uses the brand positioning and mission. For example, at Instawork, our CEO walks through it ...

It depends on the person's prior experience, but the core skills are around: research/insights, building personas, building the messaging framework. And a general coachin...

I borrow from the typical ones mentioned on Sharebird (the box one? mind's failing me here) and modify them based on what I'm messaging. Re: competitive positioning, I b...

Messaging is articulating why and how your product/service matters. It's a unifying tool for teams so we continually show value to our customers. I've learned to apprecia...