I am looking for messaging templates. Our team is looking for something short and sweet. If you have a template you can share, that would be great.
4 answers
All related (54)
Aliza Edelstein
Sr. Director of Product Marketing, BrexDecember 2

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"

  • Who is our primary audience? (buyer or user)
  • What problem are we solving? (need statement)
  • What do we offer? (our product, solution, or service)
  • How are we solving it? (solution/benefit statement)
  • I like to structure this as “We help you…, so you can….”
  • What makes us unique? (core differentiators)

*A Unique Value Proposition (UVP) is a framework that clearly explains the challenges facing prospects and customers, how they’ll benefit from your products, how your products solve their problems, and what makes your offer different and better than the competition. The UVP is to be used as an internal reference by everyone in the company to ensure a common understanding and language of who you build for, what you build, and why. It’s the positioning that underlies the Elevator Pitch, which is how you (and your sales team, your friends, your neighbors, your parents) colloquially speak to these concepts.

William Davis
Vice President of Product Marketing, WorkatoSeptember 28

Here are two I posted earlier in this session.

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] Unlike: describe how your product differentiates from the primary competition (this doesn't necessarily have to only include other vendors but it could be differentiating from the status quo)

First Round had a solid blog on crafting positioning statements a while back- https://review.firstround.com/three-moves-every-startup-founder-must-make-to-build-a-brand-that-matters

The other framework we're using is around product/company positioning with a 3rd party consultant which is organized in the following way

  • Market Category
  • Statement of Differentiation
  • Message Pillars 1, 2, 3, etc. - supports the statement of differentiation and should have mulitple levels of detail depending upon the context...mapping to product/company capabilities
  • Big Idea - "No Software" from Salesforce is the canonical example here
Elizabeth Brigham
Director, The Jay Hurt Hub for Innovation and Entrepreneurship, Davidson CollegeApril 28

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 _________________________________________________
    (product category/genre)
    • That ________________________________________________
    (statement of key benefit - that is, compelling reason to buy)
    • Unlike ________________________________________________
    (primary competitive alternative)
    • My/Our product _______________________________________
    (statement of primary differentiation)

In order to gather all the inputs to get there, here are some questions to ask (also borrowed and modified from both Crossing the Chasm as well as Pragmatic Institute):

  • Describe the problem this person wants to solve specifically.
  • What are the major motivations – economic, technical, other? – for this person to switch from their current methods to solve this problem?
  • What are the specific customer pain points that are causing them to seek a new solution?
  • What/whom are we competing against and what are the primary benefits that other solutions (or the status quo) offer?

Then, I like to use a 5-Box positioning framework that I learned 10+ years ago in B-school (see also the attached image laid out on a slide):

Currently Believe
1-2 sentences about what they currently believe relative to this problem or issue.

Currently Do
1-2 sentences about what they currently do relative to this problem or issue.

Your Message:
In 20-40 words, describe the 3 most compelling reasons to buy our solution.

Future Belief
1-2 sentences about what we want them to believe in the future after hearing our pitch.

Future Do
1-2 sentences about what we want them to do in the future after hearing our pitch.

Hope these help!

undefined

Jessica Webb Kennedy
Head Of Marketing, Tailscale | Formerly Atlassian (Trello), HubSpot, LyftNovember 18

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 overall messaging house for your brand/product to be able to come back to over time and use as a launching point for specific features/GTMs. This is something that will make your job so much easier and not feel like you are starting from scratch each time you try to set up the messaging for a launch.

Kristen Ribero
Senior Director of Corporate Marketing, Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....
Sarah Lambert
SVP, Marketing, Buckzy Payments
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 presentations and demo scripts. Here it's helpful to have a good relationship with Sales to ask for constant feedback on what is resonating with customers and what isn't. Keeping track of win loss rates can also help track the effectiveness here. Lastly, for new features or products by current customer...
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
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: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Derek Frome
Vice President Marketing, Ouster.io
To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds to its value but cannot be sold on its own.    Products, features, and solutions tend to get different levels of attention from PMMs. Products will naturally get the most, solutions are really just collections of products and are therefore more an exercise in packaging and pricing. Features get a...
Priya Gill
Vice President, Product Marketing, Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...
Matt Hodges
Head of Product Marketing Craft, Atlassian
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :)   For us, a product is a container for a set of mutually exclusive features that enable specific workflows to be completed. For example, our Engage product has a set of core features (available on Engage Lite) that make it possible to send targeted messages to leads and customers. Some of these features are audience targeting, auto messages (email, in-app, and push), and smart campaigns to name a few. There is an optional a...