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What is messaging?
2 Answers
Frances Liu
Instawork Head of Marketing • September 1
Messaging is articulating why and how your product/service matters. It's a unifying tool for teams so we continually show value to our customers.
I've learned to appreciate a simple tool like a messaging doc. Without one, it takes longer to onboard new employees, harder to wrangle the cats. Business turns wonky.
1039 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • September 7
Messaging is simply an external-facing version of your positioning statement. In a sound positioning statement, you define your target audience, your offer, and the components that differentiate it. This is all from your company's perspective. Messaging is built on the same components, but it's from the perspective of your target segment instead.
308 Views
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What are your thoughts on how to distinguish between what is a product, feature, and solution?When crafting B2B messaging, what is your approach for mixing functional vs emotional benefits and why?How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?Would you have any great external resources about becoming better at messaging that you can share?What research do you do upfront to inform your plan for opening new markets? For a team member newer to the discipline, how do you train messaging and positioning?