How often do you re-iterate on messaging and why do you do it at this interval?

Short answer is....no one size fits all- with a major dependency on your product, your audience lifecycle, competitors & industry. Here are a few guidelines that you can take into consideration: Product Development Cycle: If our product undergoes regular updates or enhancements, we often revisit our messaging to reflect these changes. New features, improvements, or shifts in functionality can necessitate adjustments in how we communicate our product's value proposition to customers. Market a ...Read More

I don't have a specific formula for re-iterating on messaging, because I firmly believe that it's important to critically evaluate messaging through multiple lenses with several stakeholders throughout the messaging development process. Landing a strong brief and aligning on it with all key stakeholders as the foundation is the first and most important step - that way, you can challenge whether the messaging is aligned to the brief throughout the development and revision phases. Without a strong ...Read More

I think this question depends on a lot of factors mostly which revolve around the release rate of updates to your products and services. There's a careful balance of ensuring your message is in market long enough to gain traction and to get positive recall while still being fresh/updated. If you are adding significant functionality to your products you want to be evolving your message to add weight to it. You also want to ensure you're staying relevent in market and that your value proposition e ...Read More

We iterate on copy - through in market testing - more frequently than we iterate on messaging. We treat our core messaging as more durable than copy and changing that too frequently probably means you haven't landed on the right messaging for your product. One caveat is the pace and type of innovation at your company, and whether or not it's changing the core value prop of your product or your product positioning. If the pace of innovation is high, you'll outgrow your messaging quickly. There's ...Read More

My team re-looks at messaging every 3-6 months. It's important to keep messaging fresh, relevant, and accurate with small tweaks. With that said, don't feel like you need to reinvent your messaging every time. Here are some signals to know it's time to review and tweak your messaging: New feature release Competitor insights Market shifts New customer learnings Campaign kick off Big marketing moment Data insights from previous campaigns   If you're struggling with product market fit or poor campa ...Read More

This definitely depends on your business, strategy, industry etc. In my past experience the more macro level messaging like Company or Platform messaging is iterated on less frequently. This is usually updated in relation to specific events such as company level strategy shifts, net new product (product SKU), acquisitions, etc. Maybe once a year. Product Messaging likely gets updated more often. Definitely when you introduce new (Tier 1) features that may open your product to new segments or aud ...Read More

If you don’t have a process for this you’re going to be pulled into it anyways every 6 months or so. That’s how often either you or one of your competitors is shipping substantial new value. To get ahead of this, and avoid doing piecemeal updates to this page or that page, I would recommend scheduling a messaging review committee every 6 months. You can start with gut feels—does what we said 6 months ago still resonate? Is it still true? Is it still unique? And let stakeholders like founders and ...Read More