Messaging and Positioning Products: Showing vs. Telling

In the world of product marketing, we often talk about the importance of "messaging" and "positioning." But what do those terms really mean, and how can we execute on them effectively? This is what I've learned:

At its core, messaging is about communicating the value proposition of your product in a way that resonates with your target audience. It's not just about listing features or making claims; it's about telling a compelling story that speaks directly to the challenges and desires of your customers.

The Power of Showing, Not Just Telling

One of the most important principles I've embraced is the idea of showing, not just telling. It's easy to make bold claims about how your product solves problems or delivers value, but those claims often fall flat if they're not backed up by concrete examples and evidence.

Think about it this way: if a friend told you they had the perfect solution to all your problems, you'd likely be skeptical. But if they walked you through a specific scenario, demonstrating how their solution addressed each challenge step-by-step, you'd be much more likely to believe them.

Painting a Picture with Messaging

That's why, when it comes to messaging and positioning, I strive to paint a vivid picture for my audience. Instead of simply stating that our product solves a particular problem, I aim to illustrate the problem itself, describing the pain points and frustrations that customers face. Then, I can introduce our product as the solution, walking through how it addresses each challenge in a tangible, relatable way.

This approach has several benefits. First, it helps customers better understand and empathize with the problem you're solving, making them more receptive to your solution. Second, it builds trust and credibility by demonstrating a deep understanding of their needs and challenges. And third, it makes your messaging more memorable and engaging, as customers can visualize themselves in the scenarios you describe.

Bringing Positioning to Life

Of course, messaging is just one piece of the puzzle. Positioning is equally important, as it involves defining your product's unique value proposition and how it fits into the competitive landscape.

Here, too, the principle of showing rather than telling is crucial. Instead of simply claiming that your product is better or more innovative than competitors, I like to illustrate the specific ways in which it differs and the unique benefits it provides.

One effective approach is to use analogies or metaphors that help customers understand your positioning in a more tangible way. For example, if your product is designed to streamline a complex process, you might compare it to a well-designed piece of machinery, with each component working seamlessly together to achieve a specific outcome.

Balancing Clarity and Intrigue

When crafting messaging and positioning, I also strive to strike a balance between clarity and intrigue. On one hand, your messaging should be clear and easy to understand, without relying too heavily on jargon or overly complex language. But on the other hand, it should also pique curiosity and leave room for further exploration.

Think of it like a well-crafted trailer for a movie: it should give you a sense of the plot and characters, but also leave you wanting to know more. In the same way, your messaging should entice customers to learn more about your product and how it can benefit them.

The Ongoing Journey

Crafting effective messaging and positioning is an ongoing journey, not a one-time event. As your product evolves, as customer needs shift, and as the competitive landscape changes, your messaging and positioning must adapt as well.

That's why I constantly seek feedback from customers, sales teams, and other stakeholders, using their insights to refine and improve our messaging over time. It's also why I prioritize testing and experimentation, trying out different approaches and measuring their impact on key metrics like engagement, conversion, and customer satisfaction.

At the end of the day, the goal of messaging and positioning is to build a deep, lasting connection with your audience. By showing rather than just telling, by painting vivid pictures and using relatable analogies, and by striking the right balance between clarity and intrigue, you can create messaging that truly resonates – and positions your product for success.