Buyers are constantly being screamed at with various competing products and advertisements. This reality means that it is necessary to devote time to develop engaging messages strategically to your target audience before the new product launches.
Here are a few things to consider:
Product Name
The product name should be timeless, scalable and memorable. In today’s ever-evolving digital era, things can quickly become outdated. Remaining timeless means as the product ages it builds credibility instead of growing in irrelevance. Product scope can quickly outgrow its original name as it evolves to meet customers’ needs; thus the name should be able to include future growth. Lastly, complex and boring names make it difficult to stand out in the crowded market. A name that is innovative, linguistically pleasing and easy to remember differentiates itself.
Tagline
The purpose of a tagline is to quickly educate your target audience about the product without having to read everything there is to know about it. While the name may give some hints as to what problem the product solves, the tagline will give more detail to help spark their interest.
Unique Selling Proposition
This step is crucial for turning potential buyers into customers. Before the product launches, your team should know how to communicate the problems your product alleviates and exactly how it solves them in one sentence. If you can’t quickly and concisely communicate this message, your audience won’t be able to figure it out from your marketing. They may not even be aware they have a problem, so you’ll need to be able to paint the picture for them – selling the value your product provides. This will elevate your product from just another one on the market to one that specifically solves their pain points.
Position Statement
Lastly, the position statement isn’t so much for external use but instead for inspiring your internal team with the why behind your unique product. Envision your product being successful and what you’d like to see it grow into. Then describe that vision with a few words to form your position statement. This statement will fuel your team’s belief behind this new product.
Developing strategic messaging helps differentiate your product from many others among your target audience. It reveals the value of the product not only to your audience but also to your internal team – which in term will help motivate them to confidently sell it.