At a high level, for product messaging, you should have these things:
For persona messaging, add:
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):
For the Unique Value Proposition*, I like to structure them as follows"
*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.
Here are two I posted earlier in this session.
Positioning Statement - this is typically the foundation of any product/GTM positioning.
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
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:
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):
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 Believe1-2 sentences about what they currently believe relative to this problem or issue.
Currently Do1-2 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 Belief1-2 sentences about what we want them to believe in the future after hearing our pitch.
Future Do1-2 sentences about what we want them to do in the future after hearing our pitch.
Hope these help!
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.