Do you have a repeatable process you use to develop product messaging?

A deep understanding of the product, target audience, job to be done, and the technical solution is essential for our team to be good PMMs. For any product, even those that are less technical, knowing what the job to be done is and how the product offering does that job is a strong starting point. Every product conversation starts with what I call 20ish questions that generally focus on the following categories:  Job to be done (who, what, why)  Product accessibility (how do they use it, what li ...Read More

We do - however, important to bake in some flexibility/adaptibility as each product/capability/solution tends to have it's own nuances/objectives. Having said that, generally the process is as follows:  Collaborate with the Engineering team to thoroughly understand product/solution Develop and independent perspective of the market and competitive context Develop a 'v1' draft of proposed messaging Test messaging with potential customers, sales team, analysts, internal stakeholders Refine and fina ...Read More

Messaging should never be formulaic, but you can still use a repeatable process to create it. Before diving into messaging, it's worth highlighting where it sits in the broader commercialization process. I have the best results when message development follows the creation and internal validation of the Positioning Statement. That means you've already completed some level of market research and competitive intelligence gathering. With that knowledge in-hand, you're ready to move into Messaging d ...Read More

I love all the answers provided and will love to add a layer. To formulate a repeatable product messaging process, I have used and fostered the Key Messaging Document (KMD). It is to be used as a template not as a formula. I strongly recommend that it cannot hamper creativity but merely focus attention on being customer focused, outlining the product/ solution features, its benefits and the customer problems it solves (use cases). As an example, it does not take away from creatively using everyd ...Read More

I'll take a stab at this. Here is an 8-step general outline of a process that can be used to develop repeatable product messaging: (adapt to your style) 1. Identify your target audience: Understand who your product is meant for and what their needs and pain points are. Developing messaging that resonates with your audience requires deeply understanding of their demographics, goals, and challenges. 2. Define your value proposition: Identify your product's unique value and how it better solves you ...Read More