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

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.