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Do you focus your messaging on capabilities or benefits and why?

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2 Answers
Messaging Strategy
  1. Sarah Scharf
    Sarah Scharf

    Vanta VP of Product and Corporate Marketing • 2y

    Maybe a cop out answer but - I think it has to be both! Prior to Vanta, I worked at Google where the adage for good marketing was: "Know the user, know the magic, connect the two." I use this line of thinking all the time in my messaging work: Know the user: what are their challenges (really, not just in general terms like "they are busy!")? What are their ambitions and goals? What would motivate them to evaluate a solution in your space? Know the magic: What are the key capabilities that your o ...Read More

    3,538 Views
  2. Jeremy Moskowitz
    Jeremy Moskowitz

    MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y

    I focus on use cases, the jobs that buyers/users of my platform execute daily, and highlight the product feature that removes barriers preventing them from achieving their goals. Use case messaging is the art of storytelling in words that your personas use every day to demonstrate you understand their problems, just like telling a child who had a bad day at school a bedtime story where they are the hero overcoming dragons that represent the mean teacher or school bully. Every marketer knows “The ...Read More

    1,773 Views

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