At a high level, for product messaging, you should have these things:
- Elevator Pitch
- Unique Value Proposition
- Competitive Positioning
- Supporting Proof Points
For persona messaging, add:
- Buyer Personas/Ideal Customer Profiles
- Top Use Cases
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):
- Challenge
- Solution
- Benefit
For the Unique Value Proposition*, I like to structure them as follows"
- Who is our primary audience? (buyer or user)
- What problem are we solving? (need statement)
- What do we offer? (our product, solution, or service)
- How are we solving it? (solution/benefit statement)
- I like to structure this as “We help you…, so you can….”
- What makes us unique? (core differentiators)
*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.