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 where we'll introduce new features and tie them to the larger theme. This has the effect to move the conversation on table stakes features away from ticking the box to tying it to a bigger value or need of the user. Highlight Unique Benefits: While competitors might have similar features, our emphasis is on showcasing the unique advantages and benefits that our product delivers. This could be in terms of superior performance, ease of use, or integration with other solutions. Emphasize Competitive Value: We communicate not just what the features are, but why they matter more when delivered through our product. This might include testimonials, case studies, or data points that demonstrate the impact of these features in real-world scenarios. Focus on User Experience: Messaging should also underscore the overall user experience that our product offers. Even if a feature is standard, we highlight how our implementation is intuitive, efficient, and contributes positively to the user journey. Positioning Against Competitors: Rather than solely comparing features, we position our product as a comprehensive solution that excels in areas that matter most to our customers. This could involve illustrating how our approach is more holistic, cost-effective, or forward-thinking. Tailored Communication: We adapt our messaging to resonate with different customer segments. What matters most to a particular audience might not be the features themselves but the outcomes those features enable.

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: 1. 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. 2. Market and Industry Trends: Our messaging strategy responds to evolving market trends and industry dynamics. Changes in customer preferences, competitive landscape, or technological advancements can prompt us to refine our messaging to stay relevant and competitive. We look for signals & we also temper and test messaging on different channels to get confidence. 3. Audience Turnover and Expansion: Depending on the rate of audience turnover or expansion into new market segments, we may reassess our messaging to resonate with diverse customer demographics. Understanding the needs and expectations of our changing audience is key to maintaining effective communication. 4. Competitive Landscape: Regularly evaluating our competitors' messaging strategies informs our own messaging iteration. If our competitors adjust their positioning or highlight new value propositions, we analyze these shifts and adjust our messaging accordingly to differentiate and maintain our competitive edge. The key here is to be measured in approach. 5. Feedback and Performance Metrics: We closely monitor feedback from customers, sales teams, and other stakeholders. Insights from customer interactions and performance metrics (such as conversion rates, engagement levels, and customer satisfaction) guide us in refining our messaging to address pain points and capitalize on strengths. 6. Seasonal or Campaign-Based Adjustments: For certain industries or products, seasonal fluctuations or specific campaign initiatives may require temporary adjustments to messaging. This agility allows us to capitalize on timely opportunities and maintain relevance throughout the year.

Simply put it is critical.

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 but offers unique benefits, leveraging familiar references can help streamline explanations. It's a shortcut and the anchor will do some of the heavy lifting for you. Helps your audience understand where to bucket or categorize your product. Emphasizing Disruption and Uniqueness: When your product represents a significant departure from existing solutions or creates a new market category, being bold with a disruptive description is essential. You still can anchor on the familiar to orient your audience, but you should be able to articulate your value in and of itself independent of references. Best way to figure out the right path is to talk to customers and then test your way in.

This is a challenge at many organizations. The way I approach this is to prioritize customer insights and feedback as the guiding force behind our messaging decisions.

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 qualitative methods like interviews and focus groups, as well as quantitative data analysis. Listening to Customer Feedback: Listening to customer feedback at every touchpoint— whether it's through support interactions, surveys, or social media engagement- their word choices often can be the spark of a new message. Emotional Connection: Your customers and prospects are humans. With feelings, needs, frustrations- not just buying criteria. I try to anchor back on this and ensure I'm leading with them first and looking for meaningful ways to connect the message or story back to them. Testing and Iteration: We continuously test and iterate our messaging based on customer responses and market feedback. This iterative process allows us to refine our messaging over time, ensuring that it is resonating. Depending on the channel or type of message, this may be an iteration of one word, a phrase, or a structure.

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 actions taken, strategies implemented, and outcomes achieved (ie. lots of juicy data) This part of the story focuses on the transformation or success realized by the business as a result of overcoming challenges or achieving objectives. You can punctuate the moments of transitions with customer quotes to humanize or make the pieces of the story more tangible and relatable. You can also create a chart or section of your sheet that focuses on big impressive data points.