Monday, July 12, 2010

Bottoms up (Part 2 of 4)

In Part 1 of this four part post, we looked at the use of a pyramid to visually represent the levels of good solid messaging. Pyramid based message structure will give you simplicity, balance and logic if done correctly. Today we will investigate starting at the bottom, with the capabilities of the product, to begin the formation of the overall messaging. I find this approach most beneficial when positioning an individual product release.

List the individual elements and start to see if there are natural groupings. You are looking for 3-5 buckets that can be used to logically group the items in a balanced way. Many times general buckets like ease of use, performance, or visibility emerge. You are not trying to write the message, but identify the groupings. The bottoms up approach makes sure that you don't exclude an important point, and results in a more logical flow.

Its weakness is that it leads to less imaginative or compelling messaging, especially when the capabilities are not differentiating. A quick scan of your capabilities, lined up under the groupings, will let you know if you are not fully supporting a point. If all summary groupings have a roughly equal number of items you are ready to move up the pyramid. If not, keep working. Next up, "Stuck in the middle with you."


Messaging Series:
  • Meet you in the middle Part 3

Product messaging (part 1 of 4)

Creating the message is one of the most important tasks for product marketing. While there is some creativity involved, there is a process which can yield results for anyone willing to do the work. In the next three posts I will summarize the three different approaches that you can take to develop your message platform.

The basic parts of a messaging exercise involve;
a) Your high level message - This is a summary message that many equate to a tag line or elevator pitch.
b) The supporting benefit-oriented messages - Usually 3-5 points that are the proof points of the higher level message.
c) The detailed capabilities or features that support each of your benefit points.

It is helpful to think of messaging as a pyramid. Each element supporting those above it. For purposes of example, we will look at Apple's messaging for the iPad launch.
a) The high level message was "The iPad is a magical and revolutionary product at an unbelievable price."
b) The benefit messages are, "The best web browsing, email, movie/picture viewing and reading experience." The focus is on what the iPad is best at with lots of feeling descriptions... fun... feels right... etc.
c) The details that provide support are: Thin, light, 10 hour battery life, ground up redesigned applications, starts at $499, 9.4 inch multitouch display, 1024 X 768 resolution, 1GHz Apple A4 processor, 802,11n wireless, etc.

The basic question of approach is, "where do you start?" But you are in luck, you can start at the top, middle or the bottom of the pyramid. Next week, "Bottoms up," or "We know its features... now what?"


Messaging Series:
  • Meet you in the middle Part 3