AMA: Yelp Product Marketing Expert & Mentor, Jennifer Kay Corridon on Messaging

Messaging strategy begins with a deep understanding of our customers' world view, fears, concerns, needs and pain points. Within this I try to focus on:Continuous Narrative: This is a strategy where we anchor on a few core themes that we'll communicate over the course of a year (or roadmap cycle) to our audience. The themes form the basis of a bigger story or value that we are sharing with our customers and inviting them to be part of the journey. We'll then pepper the narrative at key moments w ...Read More

A case study is essentially a narrative that captures a specific moment of challenge or transformation in a business context. Similar to a story, a case study begins by setting the stage with the 'before' scenario, outlining the problem, obstacles, or goals faced by the business. This 'before' moment serves as the starting point, highlighting the context and significance of the situation. As the case study unfolds, it transitions to the 'after' phase, where the narrative evolves to showcase the ...Read More

Achieving differentiated messaging starts with a deep understanding of customers and actively listening to their needs and preferences. By prioritizing the customer's perspective, finding differentiated approaches to messaging that resonates uniquely and stands out amidst the noise. Here's how we approach this: Customer-Centric Research: Conducting research to understand our target audience— their pain points, aspirations, and the factors that influence their purchasing decisions. This involves ...Read More

When messaging for a product that doesn't fit neatly into an existing category, the approach you take can significantly impact how your audience perceives and engages with your offering. Both utilizing familiar references and being bold with new descriptions have their merits, but the most effective strategy often depends on the specific context and nature of your product. I see this as two sides of the coin:Anchoring on Known References: If your product has similarities to existing solutions bu ...Read More

Short answer is....no one size fits all- with a major dependency on your product, your audience lifecycle, competitors & industry. Here are a few guidelines that you can take into consideration: Product Development Cycle: If our product undergoes regular updates or enhancements, we often revisit our messaging to reflect these changes. New features, improvements, or shifts in functionality can necessitate adjustments in how we communicate our product's value proposition to customers. Market a ...Read More