What short and sweet messaging templates does your team use?

At a high level, for product messaging, you should have these things: Elevator Pitch Unique Value Proposition Competitive Positioning Supporting Proof Points For persona messaging, add: Buyer Personas/Ideal Customer Profiles Top Use Cases For Elevator Pitches, I like to structure them as follows (you can massage these so they don’t feel too rigid, but this is the gist of how you set up the story): Challenge Solution Benefit For the Unique Value Proposition*, I like to structure them as follows" ...Read More

A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? Are you appealing to the right audience? This is a good framework for laying out this information and keeping it top of mind as you formulate your messaging. I'll make another pitch for creating an overal ...Read More

Here are two. Positioning Statement - this is typically the foundation of any product/GTM positioning. [Target Customer] For: describe who you're targeting your product at [Statement of need or opportunity] Who: describe the pain or opportunity you're offering the target market [Product name is a product category] List your product name and the product category it belongs to [Statement of key benefit] That: describe the benefits of your product for the target customer [Competiting Alternative] U ...Read More

I'm going to focus on just the messaging piece, but within your framework you should also be teeing up your messaging with who your audience is, their key pain points/issues your product and/or company solve, and quick context on what you're launching and why (if this messaging framework is for a specific launch). In my messaging template I include: High-level positioning Key value propositions (usually about 3) Reasons to believe (RTBs) i.e., product proof points that support your value props ( ...Read More

Hi all - great to be with you here today live from my home office and spinning vinyl on my turn table as I answer your questions! In terms of sweet messaging templates, I generally go back to the Crossing the Chasm standard mad libs version: For _________________________________________________ (target customer/audience member)• Who ________________________________________________ (statement of need or opportunity)• The _________________________________________________ (product name) • is a ____ ...Read More