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At our start-up we have a history of deeply understanding our users' needs and can create loyalty and retention. But we find we are so careful about getting it "right" when it comes to what our product does that we lose the succint, repeatable marketing message. Do you feel that a succinct, hook-worthy statement that is 80% "right" is better than a "right" statement that is convoluted and hard to remember?

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3 Answers
Messaging Strategy
  1. Liza Sperling
    Liza Sperling

    Monte Carlo Vice President Product Marketing • 5y

    I love this question because balancing what feels like competing goals is one of the most challenging aspects of being a product marketer. The reality is that these aren't competing but complementary goals, and it's our job to do both -- deeply understand our customers' needs AND develop clear, compelling messaging. While we don't have the luxury of choosing between 80% "right" messaging or 100% "right" messaging, the good news is that 100% right is an unrealistic goal, and there are many increm ...Read More

    2,604 Views
  2. Will Davis
    Will Davis

    CData Software Chief Marketing Officer • 4y

    A few thoughts on this one... I would focus less on whether your message is a certain length or tone but is the messaging serving the purpose as it aligns to your business objectives. I talked a bit about how to measure whether your messaging is working a bit earlier so take a look at that answer to determine how to measure the effectiveness of your messaging.  From a messaging perspective, we always strive for brevity eventhought it's challenging...how can we slim down what we're trying to say ...Read More

    283 Views
  3. Kashyap Patel
    Kashyap Patel

    Druva Sr. Director, Product Management • 3y

    Here is what I feel: Show them the trailer to get them to watch the movie. Less is more. Simple and succinct is generally better.  Focus on the most important problem that you want to solve and that keeps it less convoluted. The objective of a hook-worthy statement is to get the prospect or customer to want to find out more. And, 80% right statement that is grounded in the most urgent/recent/important challenge is always better. The copy and where it gets used are important to convey the message ...Read More

    249 Views

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