Do you approach crafting overall product messaging differently than feature launch messaging?

Answer

5 Answers

Launch Messaging Launch Channels Messaging Strategy

Vanessa Thompson

Twilio Vice President Marketing • 5y

You don’t want a new feature to distract from the main hero product so you should think about the specific benefit customers that already use your main hero product are going to get. Of course you need to communicate the value of the feature, will your users or customers be able to do something they couldn't do before? Can they make more money? Is their experience simpler? Think about your feature messaging in the context of your hero product and that will help you figure out the main difference ...Read More

1,751 Views
Victoria J. Chin

Asana Chief of Staff, Product • 5y

I think of feature launch messaging as a subset of overall product messaging. Both should stem from your company mission and brand promise, and take into account customer needs, broader market trends, and competitive differentiation. A feature launch may have a smaller target audience though, solve a certain customer pain point, or serve a specific use case. So you would typically hone in on a more specific value prop for a feature launch.

1,768 Views
Christine Sotelo-Dag

Close Head of Product Marketing • 5y
Whether we're looking at our high-level product messaging, solution messaging or feature level messaging - we follow a messaging framework that remains consistent.
- What is it (short desciprtion & long description)
- How does it work?
- 3-5 Key benefits
- Differentiators
- Target audience
- Claims & proof points
935 Views
Andrew Stinger

Headway Staff Product Marketing Manager • 5y

Yes!At Coda, I’m very lucky to have a wildly talented Brand Team that supports our company, and privileged to have worked on 100+ customer-facing feature launches in 2020. (Seriously. Over 100. Because Coda runs on Coda, our product team ships incredibly. You can count all the launches here if you don't believe me!)Your overall product messaging should serve as an umbrella covering all of your individual feature messaging. Top-line product messaging is going to play a role in generating evergree ...Read More

1,680 Views
Molly Friederich

Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y

Cross-posting and building on a similar answer! Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (which takes time, especially if you're pre-product market fit!), you need to be consistent over a relatively long timeframe, think 3+ years. Positioning answers the value you deliver to your ideal customer, through what differentiated capabilities, and in contrast to what competitors within a particular category. Messaging operate ...Read More

532 Views