Messaging
How do you approach messaging for things that might not excite the customer?
For example, when needing to communicate a price increase or end-of-life message?
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In your opinion, how much time and effort does messaging & positioning for a product take?
Assume you're starting from scratch, as a new hire or launching a new product
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How do you pitch and approve messaging with internal senior stakeholders? What are the best tactics you've previously used?
Messaging can be highly subjective. Therefore what are your best tactics to align the mindsets of different stakeholders (ie positioning) and then approve messaging? Especially when stakeholders usually agree in principle to positioning, but then disagree when final messaging and creative assets are made.
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How to test messaging properly and convince leaders to change messaging that is not resonating?
Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?
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How do you ensure that features that your company launches are being used by the customers or not?
If you are launching new features every month, then what do you do if some features are not used the way intended to? Do you follow up with the customers?
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Do you think SaaS companies should prioritize specific value propositions over high-level messaging, and if so, how can large, multifaceted companies achieve that level of clarity?
The brilliant PMM consultant Anthony Pierri often posts on LinkedIn about how SaaS companies tend to default to vague, high-level messaging, especially on places like their home pages. So much so, that sometimes you can read a company's home page and still not know what they do. His recommendation is for startups to be extremely specific about what they actually do... not what the high level outcomes (like ROI or revenue) are. Do you share that perspective? If yes, how can big companies who do MANY different things get specific like that?
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How do you approach creating messaging that effectively differentiates your product from competitors?
Both when you can influence the product or have to work with existing differentiators.
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How to develop messaging for a mature company entering a new market with a huge brand recall vs a new company?
How would you approach the two different scenarios? Is there difference in the messaging frameworks that you'd use to ideate, evaluate and promote messaging within organizations? How would you go about it and what would be your exact approach?
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