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:

• Bottoms up Part 2

• Meet you in the middle Part 3

• View from the top Part 4