Sharebird

Do you have advice for developing product messaging when your brand awareness is still low with your audience?

Answer
4 Answers
  1. Kevin Garcia
    Kevin Garcia

    Anthropic Product Marketing Leader • 6y

    When you don’t have your own network to tap into, you should get creative to find one. People congregate with like-minded folks on social media, forums, blog newsletters, slack communities, meetups, etc. Find them and see how they talk about their work, their problems, their solutions.  After some digging, you’ll develop pattern recognition on where you can add value. Build a voice with this existing audience in a way that adds value, that goes beyond “look at me” and is much more about “look at ...Read More

    1,996 Views
  2. April Rassa
    April Rassa

    Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y

    When you think about your product messaging, you may start with the features and benefits the product provides. While those things do need to be defined, they should not be where you start developing your product messaging from.Instead, your product messaging should lead with the intangible value your product provides to customers. How does your product or service improve their life? Focus on how your product impacts their experience rather than the specific functions it offers. Features and ben ...Read More

    910 Views
  3. James Huddleston
    James Huddleston

    Amazon Web Services (AWS) Head of Product Marketing • 4y

    Be very clear and transparent about what it is your product is and what it does. I’d give the same advice for companies with greater brand awareness as well, but I think the problem is even more acute when you don’t have the benefit of that awareness. Avoid jargon, buzzwords and make it super easy for anyone to understand who you are and what you do. Also always lead with what the value or benefit is to someone who uses your product. Again, something that applies to companies of all sizes, but o ...Read More

    538 Views
  4. Abhishek Ratna
    Abhishek Ratna

    Nebius Head of Marketing, Media & Entertainment | Formerly Google, Meta, Microsoft, Atlassian, Databricks • 3y

    A few things can help here

    1. Create differentiation by emphasizing how your product/service solves customer problems uniquely and better than other alternatives/incumbents

    2. Create a new category - take a leaf from the playbooks of Drift or Gong.io. Instead of being another chatbot, gong.io created a category called conversational intelligence and sustained marketing momentum behind it

    469 Views

Related Ask Me Anything Sessions

Top Product Marketing Mentors