What is “Product Messaging”?

“Product messaging” — or sometimes referred to only as “messaging” by marketers — is the description, meaning, relevance, and value of a product or service.

Product Messaging = The description, meaning, relevance, and value of a product or service.

Let’s explore my definition and offer examples.

I’ve found standard “Product Messaging” documents to contain some, or all, the following:

• Name
• Category
• 3 — 5 Benefits
• 1 — 3 Differentiators
• Positioning Statement
• 25 Word Description

Each of these elements of a “Product Messaging” document can then be categorized into description, meaning, relevance, and value buckets.

Description

• Name
• Category
• 25 Word Description

Meaning

• 3 — 5 Benefits

Relevance

• Positioning Statement

For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit — that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation).

Value

• 1 — 3 Differentiators

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My interpretations are drawn from work by The Aji Network.

Marketing is simple

It is. I promise. 

If you’re a maker, creator, or engineer, here’s what you should understand about marketing:

Marketing is about getting people’s attention.

Once you have people’s attention, deliver them value.

As you deliver value (sometimes over a long period of time), you’ll begin to earn their trust.

As you earn their trust, they’ll consider buying your product or service.

The questions that follow are usually:

• How do I get people’s attention?
• How do I deliver them value?
• How do I know if I’ve earned their trust?

That’s where someone with marketing knowledge can help you, but it’s easy to learn with practice.

• How do I get people’s attention? By being unique…or just different. If you were watching a row of red hats move across an assembly line, wouldn’t you notice the first blue one?
• How do I deliver them value? By understanding their problems and how to solve them.
• How do I know if I’ve earned their trust? By helping them solve problems before they choose to pay you. This can be via content e.g. blogs, videos, webinars, etc. Have a conversation with them and learn to sell.

Consider this the highest-level overview of marketing.

It’s not scary, I promise.