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What is the difference between "value proposition," "messaging," "pitch," and "story?"
Do you see these as separate, complementary, the same thing, or else?
7 Answers
Chad Kimner
Chad Kimner
Meta Product Marketing Director, AR/VRApril 20
I like this kind of question because so much time is spent at work getting humans to agree that we're talking about the same thing. My particular answers are less important than creating a shared lexicon with the teams you need to mind-meld with. That said, I do like precision and so here's how I......Read More
576 Views
Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 17
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: Th......Read More
4613 Views
Raman Sharma
Raman Sharma
DigitalOcean Vice President, Product MarketingFebruary 7
[Warning] Extremely Opinionated Zone starts now :) * Value Proposition answers the question of whether buying your product is a good value exchange for the customer/prospect. The pain you are reducing or the delight you are introducing - is it worth the commercial exchange and a good d......Read More
568 Views
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 29
Interesting! I'll take a stab at it. My sense is that all of these fall under the parent bucket of messaging and positioning. Value Proposition is a subset of messaging that refers to the benefit of the feature or product or platform to the end user or economic buyer. What business impact can t......Read More
1732 Views
Jeffrey Vocell
Jeffrey Vocell
VP of Product MarketingDecember 11
This is a great question. As product marketers, I think we often confuse this terminology, and due to the common use of these terms it amplifies the perception they are different. From my point of view, there are differences between positioning and messaging which I’ll cover here, but everything ......Read More
1486 Views
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsJuly 17
Thanks, Diana.  I see Messaging as a broader element and which can be broken down into: - Corporate / Brand messaging - Segment messaging - Solution or Product Messaging As for Pitch and Story, I agree that your pitch may include your story however I typically see the "pitch" as your typ......Read More
1367 Views
Daniel Palay
Daniel Palay
3Gtms Head Of Product MarketingFebruary 17
Very straightforward question, with anything but a straightforward answer. They are each distinct... with roughly an 80% overlap with one another. The biggest differences are whether they are buyer-specific or general and whether one must precede the other. You need a value proposition to create ......Read More
615 Views
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Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit......Read More
1538 Views
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Sarah Lambert
Sarah Lambert
Symphony Talent Head of Product MarketingOctober 20
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presen......Read More
1087 Views
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Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 17
The key thing is to do what you just mentioned -- grab attention. Do something different. Either tell a bolder story, take a different angle, focus on a differentiator, or show how other players in the market have it all wrong. This is a never-ending battle because your competitors will likely co......Read More
1671 Views