Targeted messaging lets your customers know you understand them, and you are delivering a product that they need. You want potential customers to know how your product is different and uniquely qualified to solve their problems. Create a strong message foundation that is built upon communicating value. You should always choose benefits over features. Many companies focus on product features, yet customers are interested in the benefits and what value will be derived from using your product. For example, they’re wondering how will you help me to feel better? To manage fitness with a Fitbit. How will you help me to get stronger? To build stronger muscles by taking vitamin D. How will you help me to find confidence to explore feelings? By writing in a weekly journal. How will you help me to be entertained? A new Kindle. How will you help me to have happiness in my life? By buying a pancake pan to make pancakes with my daughter. Set up your product messaging spreadsheet to see all the benefits rather than just the features, which may or may not deliver a result.  

Next, speak to a specific buyer. Because you have segmented your audience to diverse types of customers based on demographics, characteristics, and values, you should be able to speak specifically and personally to this buyer. You have a clear picture of who this person is, your buyer persona or semi-fictional representation of your potential customer. Give the person a profile with a name, an age, a job, a company, aspirations, etc. You should not assume you know every problem, and you can’t be too general about a problem. The best way to really dig deeper into problems is to first ask your prospective customers about their problems, and then test your messaging assumptions with people you want to reach. The more you talk, test your potential customers, you’ll incorporate their words into the messaging about work versus home life, lifestyle and work styles, goals and motivations. You’ll be able to uncover the real why in your market. It’s important you remember to also collaborate with your entire team when you create your product messaging. Avoid doing messaging in a work silo. Make sure you speak with members from teams beyond the marketing department. Set up your questions or one-on-one interviews with members from your sales, customer service and research teams who are close to the products and research.

Supporting your messages further, you want to make sure you keep your messaging concise. Put good writing skills paired with strong visuals to use. Poor writing will not entice your customer. Confusing, long-winded or unfocused messaging will drive customers away. Your messaging should be concise and supported with quality imagery to enhance words and bring them to life. Be sure to share what’s relevant and meaningful through powerful words and pleasing imagery. Using competitive intelligence is another best practice. Analyze how your competition is positioned in their messaging from pricing to the value they offer will help you to differentiate. Use a grid comparison or spreadsheet. Let research explain why you can solve problems easily and more quickly than any other company. Now think about your approach to product messaging. Consider building a solid foundation in your messaging to entice prospective buyers into learning about your offering.