When do you stop iterating on messaging? How often should you revisit it?

You can find my thoughts on that in response to this question: https://sharebird.com/whats-the-best-way-to-ensure-that-messaging-evolves-at-the-pace-of-the-company-while-still-maintaining-some-consistency-should-i-give-up-any-hope-of-running-a-campaign-that-lives-more-than-a-few-weeks?answer=aWNAKGMxgy tl;dr - It depends on the "level" of the message, lifecycle stage of your company, and team priorities. Messages need some time to breath and resonate, but it's never a bad idea to thoughtfully co ...Read More

The simple answer is never, but let’s talk about what this means in practical terms. The cadence at which you revisit your messaging varies case by case. How quickly is your product evolving? How crowded is the space in which you operate? Are competitors closing the gap between their product and yours, undermining your claims of differentiation? Has there been a dip in campaign results? Is your messaging getting tired? Any meaningful changes to your product strategy, portfolio makeup, market lan ...Read More

Never stop iterating. But first, let's establish that there are degrees of iteration. To use a home improvement analogy, there's down-to-the-studs rebuild and then there's freshening up the paint. The latter should happen all the time. Basically anytime you have a notable release. The former requires organizational alignment as much as actual messaging work and shouldn't be taken on lightly. If you're in tech product marketing, you should look at change to the product as an opportunity to improv ...Read More

I don't think you ever stop iterating on messaging as long as you're developing new aspects of your product. For a product launch, again, I would make sure that you've tested your messaging with somewhere between 5-20 clients and non-clients and then ship what comes out of those tests. Product marketers and product managers need to be in lock step with the roadmap and what rises to the level of changing messaging. Similarly, if there's a significant market event - m&a activity, new competito ...Read More