Can you share an example of how you built messaging for a product launch?

Great question! Especially asking about messaging for a feature launch specifically (vs. overall product messaging).

My process might be a bit unique, but here's the process I like to follow (assuming this is for a seasonal product launch that includes multiple products/features/enhancements, not just a standalone, individual feature launch):

Step 1: Market Research and Stakeholder Alignment

*NOTE: No launch is successful without stakeholder alignment up front!

• Understanding the market: what is the pain point/need/competitor gap? Are these tablestakes/catch up features or a differentiator/leap frog feature? Validate this with sales and CS.

• Consolidate Customer Insights: Pull insights from existing customer conversations--I use Gong alerts and transcripts + G2 + ChatGPT to consolidate feedback. I specifically looked for language customers used when discussing similar analytics needs, paying close attention to pain points and repeated phrases.

  • PRO TIP: Check with product to see if they've done any prior research/validation on WHY they prioritized and built specific products. Are there specific customers that requested this? And why? This is a GREAT starting point for the next step, and a really good habit to get into with your product team as part of the product development and research process.

• Get Sales and Customer Success Feedback:Conduct 1:1s with key sales and CS reps to gather direct feedback on customer needs and objections to align our messaging with the language they are hearing in the field.

• Check the Competitive Landscape: To refine positioning, analyze competitors’ messaging on similar features and identify both gaps in their approach and specific differentiators to emphasize.

Key Deliverable: Document the core insights in a “Messaging Insights” doc that outlines top pain points, competitive gaps, and your product’s potential differentiators. Share this (often) with stakeholders across sales, product, and marketing to ensure alignment.

Step 2: Craft Core Messaging Pillars and Messaging Framework

• Value Prop Development: Using the research, formulate three core messaging pillars to drive the narrative for the launch. Each pillar should address a primary customer pain point, such as “immediate insights without needing data expertise.”

• Customer-Centric Language Testing: To validate these pillars, conduct a quick A/B test on social media posts, testing how customers responded to different phrasing. This allows your to gauge which pillars resonate best and refine the language.

Key Deliverable: Comprehensive messaging framework doc. This includes a set of three customer-validated messaging pillars (including a quote if you can get it! and re-surface in the press release), each connected to a specific benefit and pain point, forming the foundation of all launch content. This serves as the blueprint for all launch communications and is hugely helpful across marketing teams if there are others building content like PR for the launch.

Step 3: Collaborative Feedback and Iteration

• Internal Testing: Share the messaging framework with the CS or sales team to test in a few live calls. This real-time feedback is invaluable—for example, you might learn that one of the taglines doesn't land well, so you can adjust the language accordingly, which is HUGELY helpful for PR.

• Cross-Functional Review: Host a workshop with product, sales, and marketing to review the messaging framework together with clear GOALS (what are we hoping to achieve with this launch?). This allows for collaborative feedback and final refinements, ensuring the messaging felt aligned across all teams.

Key Deliverable: An updated, final version of the messaging framework that reflected real-world feedback and cross-functional input. PRO TIP: Get leaders of each team to formally "sign off" on that doc say it is approved to avoid push back or 'whiplash' moments as you get closer to launch.

Step 4: Launch

Step 5: Post-Launch Feedback - we are always refining and iterating!

And of course, I do love a good template. I know you didn't ask for it, but sharing here in case it's helpful!

Love this question. Let's discuss the nuances behind defining a compelling message for a product launch. While specifics can vary, the fundamental principle remains constant: Positioning comes first. It is the foundation on which an effective message is built.

1. Start with positioning:

Before a single word of messaging is written, it's essential to have a crystal-clear understanding of the product's position in the market. This involves:

• Understanding the competitive landscape, identify key players, and pinpoint their strengths and weaknesses.

• Understanding your potential customer. Go beyond demographics. Delve into your target audience's pain points, emotional drivers, and aspirations. Understand what truly motivates them.

• What makes your product unique and valuable? Articulate its core benefits and how it solves customer problems in a way that existing solutions don't. Quick tip: Sometimes it is not even a product that is an existing solution. A human might be doing it in 5 mins with limited tools.

Once you have a firm grasp of positioning, messaging automatically flows from it

2. Moving from positioning to messaging:

With positioning as the foundation, messaging forms the story connecting your product's essence to your audience's needs. This involves:

• Craft a compelling narrative that resonates with your target audience's emotional drivers.

• Distill your narrative into concise, impactful messages that highlight the product's key benefits and tie back to the positioning statement.

• Tailor your messaging to different channels and stages of the customer journey. Maintain consistency while adapting language and style for each touchpoint.

3. How is your story different?

Do not fall for the "easy" trap when you design the messaging. Let us think through an example. If one of the core benefits your product delivers is "productivity" or "transformation", then think again and think deeper. Every piece of technology is designed for that. What emotional needs does your product fulfill? Does it alleviate anxiety, foster a sense of belonging, or satisfy a craving for recognition? When your messaging speaks to the customer's underlying psychology, it moves beyond generic claims and creates a genuine connection. In a sea of products shouting about features, messaging that speaks to the customer's unspoken desires cuts through the noise.

4. Things to remember:

• Messaging is the story that brings your positioning to life. It's about connecting with your audience on an emotional level, not just conveying information.

• Positioning should guide every aspect of your messaging strategy, from tagline creation to social media campaigns.

• Successful messaging is not about being creative; it's about being "simple". It's rooted in a deep understanding of your market, customers, and product's unique value.