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How do you approach messaging for things that might not excite the customer?

For example, when needing to communicate a price increase or end-of-life message?

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3 Answers
Messaging Strategy
  1. Sean Lauer
    Sean Lauer

    AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 1y

    Honesty is the best policy, as they say. Be direct, don't get creative, and don't sugarcoat the message. The key is to show empathy for the customer's perspective.

    • Explain clearly why an update is being made and be clear about the trade-offs involved.

    • Communicate the change early and often across multiple channels.

    • Always provide an opportunity for customers to provide feedback and feel heard.

    • Be human and avoid marketing jargon.

    945 Views
  2. Nick Ali
    Nick Ali

    Senior B2B Marketer • 2y

    First, is there product market fit? Does the product solve a big enough pain point customers are willing to pay for it? If not sure, it's time to talk to some potential customers and find out. Second, assuming there is PMF, look at how competitors are messaging. You don't want to be like them. But, it might give you ideas. It is about understanding what product features and benefits excite customers. Third, test out different messaging. A low cost test might be running some social or search ads ...Read More

    615 Views
  3. Dee Johns
    Dee Johns

    Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 2mo

    This is fundamentally a trust and governance question, not a messaging exercise. When communicating decisions that customers are unlikely to welcome – such as price changes or product retirement – the priority is not how well it is “worded”, but whether it is clear, defensible, and delivered with integrity. At an executive level, I think about four principles: Clarity over comfortIf a message needs to be softened or heavily framed to land, it often signals the decision or its communication is no ...Read More

    168 Views

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