“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
My interpretations are drawn from work by The Aji Network.
