Most product messages fail because it tries to do a lot – colliding into features, exaggerating and hoping that something climbs. But customers don't just care about your features – they care about them solving their problems. If your messages are not clear, important and memorable, it is not working.

In this article, I will share a framework of 8 -step products messages to help you create messages that stay, resonate with your audience, and actually directs actions. Practical is practical, proven and designed to cut noise. Let's get into it.

1. Understand your client's actual approach

Before you create convincing messages, you need to understand what your customers are doing now – and who or what you are really competing with. Often, Your true competitor It's not just another company; It can be a spreadsheet, a manual process or the choice to do anything at all.

How to discover your real competition:

• View the lost deals. When you lose a deal, find out who they chose in the country. Was a direct competitor? Or do they stay with the system they already had?
• Analyze the agreements obtained. When someone picks you up, ask about the process of their decision. Who else was on their short list? Most buyers compare only 2-3 options, so it's important to stay out and make it in that short list.
• Ask your best customers. If your product didn't exist, what would they do on the contrary? Their answers reveal the real -world alternatives you are against.

Advice: The status quo is often your biggest obstacle. If customers are satisfied with their current process, you need to show why the same attitude is more expensive than switching to you.

Connected: 3 super simple ways to understand what your client wants

2. Discover what makes you stand out

After knowing who with or what you are competing with, mark the unique factors that set you apart. Think beyond the features – maybe it's superior support, a warm focus or proven results with specific industry.

Possible differentiation (non-vecori) may include:

• A more useful customer experience (eg, on board faster or more responsible support).
• Expertise in a specific market or a problem area.
• Flexibility or personalization that lacks others.
• A record of success with companies similar to your target customers.

Advice: If your offers look very similar to those of others, dig deeper. People do not need the “other” version of the same product; They need something really better.

3. Show why your differences matter

Staying outside is not enough – you have to show how those changes help your customers.

Try this process:

1. Order your differences (features or unique strengths you have).
2. Ask, “What is there in it for them?” For each feature, underline the specific benefit.
3. Group similar benefits on broader themes.

When focusing on benefits than features, customers can see how your product improves their daily work.

4. Prioritize your main points of value 3-4

While your product can have many benefits, people will only remember a few. BETTERSHI better note a small group of pierce than to defeat them with a lot of information.

How to choose your essential value points:

• Importance: What benefits speak more directly about your audience's biggest problems?
• Unique: What'S What is the most difficult for competitors to copy or pretend?
• Protection: What strengths show that you are the best choice in a clear, reliable way?

These 3-4 points of values ​​become your essence Value proposals – Use them constantly in all your materials.

Advice: Clarity beats the quantity. Some points of strong value make a greater impact than a long, forgetful list of features.

Connected: 3 ways to find your brand voice

5. Build a hierarchy of messages

A messaging hierarchy helps you stay stable in all channels – from the home page to the sales areas. It starts with your essential points of value, then moves to supporting messages and ends with evidence.

The structure is like this:

1. Essential points of value: The best 3-4 benefits you have chosen in step 4.
2. Support messages: Additional details or benefits that reinforce why these essential points matter.
3. Probation Points and Usage Cases: True numbers, stories, or examples showing how you give these promises.

Example:

• Essential point of value: Accelerate the calendly interview process.
• Supporting message: Automate and standardize interview messages to reduce performances and cancellations, while also sharing resources and sending timely memories for a quiet experience.
• Point of Probation: On average, teams that use 3x roles faster and save 10 hours a week.

6. Set up instructions for tone and style

You've nailed what to say – now think about how to say it. Define a tone of voice that fits your brand and resonates with your Buyer.

Creating your brand voice:

• Match your audience style: Are they looking for an official, professional or more friendly and quieter tone?
• Set up clear rules: Give examples of the right tone, along with DOS and do. This helps everyone in your team communicate in a consistent, familiar way.

Connected: How to form a clear voice and tone for your brand

7. Tailoring messages for audiences and different stages

Messages are not of a suitable size. Adjust your essential messages based on whom you are talking and where they are in the process of buying.

Examples:

• Decision maker: Highlight high -level results, such as ROI or general cost savings.
• Daily users: Focus on ease of use and practical features.
• Awareness Stage: Talk about the usual problems and present your solution.
• Phase of decision: Show clear evidence and underline what makes you stand out.

This personalization ensures that every audience receives the information they care about most.

8. Test and authenticate your messages

Your messages are just a theory until you try it. Gather real -world reactions to see what strikes at home and what falls flat.

Ways to try:

• Testing A/B: Try different titles, email or advertising copies to see which version performs best.
• Client reaction: Request feedback during sales calls and Loss Loss Analysis. In which parts did they confuse and what made them faint?
• Team Mirror: Listen to your client sales and success teams. They often know what messages of messages climb and which they need to improve.

Continue to refine until your messages constantly resonate with clients and direct them towards choosing you.