What is your overall process when developing a messaging platform from scratch?

There are 3 core areas that I ensure I have a solid understanding of before I create new messaging and positioning: Target buyer(s) & their pain points: Get a clear understanding of who my target buyer is (budget, motivation to buy, purchase blockers) and what their pain points are (as it relates to the problem space your target buyer is looking to solve) Product knowledge: What features and functionality are we delivering and how does that translate into a unique value proposition and set o ...Read More

For me, great messaging always starts with two things: Point of View - which articulates your perspective on the problem(s) your target market is looking to solve [why is the problem worth solving, what are the key steps in solving the problem, what kind of tech solutions will help you to solve the problem].  Positioning - which articulates your unique value proposition for your target market These two things inform the messages you want to deliver for each audience in your campaign [buyers, use ...Read More

You have to start with understanding your audience and your product. For the audience – understand their key business issues and pain points and for the product, understand the differentiators / value drivers so you can craft a message that connects your product as a solution for your audience’s pain. It’s also incredibly important to have a high-level understanding of the competition and their messaging so you can differentiate there as well. As you become more familiar with the industry and yo ...Read More

I'd sum up my process as: JTBD > target audience > buyer journey > market, competitive, VoC > insight > internal positioning > external messaging > GTM strategy  Expanding on the above, here's how I've approached building out messaging for an entirely new product line & audience:  Start by seeking to understand the relevant jobs to be done in your space & align on the whitespace you can uniquely solve for  Hypothesize and validate the target audience you want to go a ...Read More