Creating powerful product messaging

My process for developing product messaging that resonates

Crafting powerful product messaging is a a five-part process.

1. Develop a deep understanding of the product. I began with the most granular level of detail about the product and worked backward. First, I researched the many features of the Honor Care Platform in order to deeply understand how the technology worked and how the centralized operations team supported the customer. During this discovery phase, I also reviewed customer feedback to understand the current gaps in messaging and positioning.

2. Shaping benefit statements. By grouping features into themes, I was able to uncover the ways in which the product features provided benefits to the customer. When crafting marketing and communication down the line, these benefits would be essential to explaining the product in a way that made the customer instantly understand the value it could provide.

3. Crafting a value proposition. Once the primary benefits were identified, I was able to craft a meaningful value proposition that distilled the product’s overall value in two simple sentences.

4. Collaborating with stakeholders. After a draft of the product messaging was complete, it required review and approval by key stakeholders, including executives, marketing, communications and sales. These stakeholders also helped pull together supporting messaging for the features and benefits, such as anecdotal stories of success or quantitative data that supported the key points.

5. Testing and refining. While feedback from internal stakeholders was helpful, ultimately we needed to be sure the messaging resonated with our target audience. The final phase would be to test the messaging with the target audience and refine it based on learnings. My tenure at Honor concluded prior to this phase.

Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.