Messaging! Why tech startups find it difficult to message their products and company brand.
Messaging has become a popular word used by companies and marketers recently.
But people often get confused when you say messaging, brand messaging and product messaging.
So, when we say messaging we don’t directly mean SMS or Text message. Although this can also be considered a medium for strategies for messaging.
Messaging is sending the words you sent out about your product to your potential customers.
Brand Messaging is the way your brand communicates its unique value proposition and personality through its verbal and non-verbal messaging.
How people perceive your product is a direct result of messaging. The right messaging effectively communicates your product’s value, giving prospects an understanding of how your product solves their specific problem.
Your messaging will also provide strategic guidance to PR teams, external marketing communications, and your sales team. And when you’re all speaking the same language, your messaging becomes more powerful and recognizable as it’s consistently applied across all media.
The difficulties startups have when it comes to messaging and growing their
Company.
Developing the right messaging requires a lot of research and while there isn’t a definitive format for doing so, we have a bunch of articles and resources that are online that can guide you in the right direction.
You might know why your product is perfect for your prospective customers but without effective positioning and messaging it’s unlikely they’ll know or bother to find it. So it’s up to you to make sure customers are aware of the product and its benefits.
Building the right personas. Many companies do not build and ground their personas rightly that’s why they struggle with messaging. When the right personas are built companies get to understand the different types and groups of customers their targeting to sell their product in this way the right messaging will be created.
No messaging guide. Messaging guides are documents for messaging about products and brands. When all messaging is kept in one place it helps for visibility, consistency, and clarity. In many organizations, there isn’t a clear messaging guide where all messaging for the product is kept this makes it difficult because their employees will have different messaging send out.
Messaging testing. When messaging for products, features,s and even brands are created. The messaging has to be tested be it internal or with a small group of customers to see the engagement and if the messaging resonates with the customers. When this is done it gives the team confidence to put the messaging out.
Why is product messaging important
How people perceive your product is a direct result of messaging. The right messaging effectively communicates your product’s value, giving prospects an understanding of how your product solves their specific problem.
Your messaging will provide strategic guidance to PR teams, external marketing communications, content marketing, and your sales team. And when you’re all speaking the same language, your messaging becomes more powerful and recognizable as it’s consistently applied across all media.
Good messaging will prove vital when crafting a market nurturing campaign, and having a cohesive message you can apply throughout your content and communication will lay a solid foundation for lead conversion.