How do you approach creating messaging that effectively differentiates your product from competitors?

Let's look at this in 2 different stages

Influencing the product:

In an ideal scenario, marketing and product teams operate in lock step, making sure product strategy and positioning are intertwined. But, that's just ideal ;). A robust product strategy, informed by a deep understanding of customer needs and market gaps, can lead to a naturally differentiated position. However, the validating this positioning through market research and customer feedback will necessitate revisiting the product strategy, ensuring a continuous loop of "influence". This allows you to bake differentiation into the product and its narrative's DNA.

Working with existing differentiators:

Even with an existing product, effective messaging is a way of telling your story in a different sense that's only authentic to you.

• Reframe the narrative: Find a new angle or a fresh perspective to highlight your product's benefits. Focus on the outcomes. It's vital to move beyond a siloed view of product features. We need to consider the entire customer experience - the emotional journey, the touch points, and the overall impact the product has on their lives. For example, both whatsapp and meta messenger are messaging apps. What's different? It isn't just about sending texts; it's about who you text, who are forming a connection with, and in what context your mind is in.

• Use emotional triggers: Understand the deeper psychological needs of your audience and tailor your messaging to resonate with their aspirations and anxieties.

• Go beyond what your product does; articulate why it matters to your customer's life. What change in behaviour does it enable? What aspirations does it fulfill?

Tie all 3 aspects above to your differentiators. That in essence, becomes your messaging.

Lastly, remember that the cornerstone of messaging lies in building an authentic human connection. By understanding the psychology behind customer needs and aspirations, we can create a differentiated message that resonates on a deeper level, establishing a brand identity that stands out.