Combine Your Core Value, Story and Research into Messaging

[Shakhawat]

Once you know what the value of your product is and who you’re trying to market it to, use that knowledge to develop your product messaging.

Your messaging should start by explaining why the prospect should buy a solution like yours. That’s conveyed through your product’s core value. Then you explain why they should buy your product specifically, which you explain by showing how your product’s features and benefits address the prospect’s pain points.

You might frame your value proposition differently depending on vnpay database the personas you’re addressing. The core value shouldn’t change, but the benefits you highlight might.

For example, Vidyard never strays from their core value of personalizing and humanizing communication through video. But, for prospects in sales, they highlight how Vidyard can be used to connect with prospects. When talking to marketers, they highlight how it can be used to modernize video strategies and engage with viewers.

The Brand Workshop Cheat Sheet will guide you in facilitating a workshop that gets to the heart of your brand's vision, mission and more.

5. Optimize and Refine Your Messaging
Over time, interview your customers to ensure you're highlighting the value and benefits that they’re receiving and not misrepresenting your product. The things your customers are consistently talking about should be part of your messaging.

In addition to learning more about how your customers are using your product to improve your messaging, also try to find out why closed-lost opportunities didn’t choose you.

Did a shortcoming of your messaging drive them to someone else? Once people are sold on the value, they’re going to look at your competitors too, so your messaging needs to set you apart.