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206 Eliminating Mixed Messages (Peter Christensen)

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ProductCamp Boston - May 12, 2018

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206 Eliminating Mixed Messages (Peter Christensen)

  1. 1. Eliminating Mixed Messages Fundamentals of Product Messaging and Positioning Peter Christensen
  2. 2. SAT IN ON A SALES CALL AND HEARD SOMETHING COMPLETELY DIFFERENT THAN WHAT IS ON YOUR WEBSITE? Have You Ever…
  3. 3. FOUND THAT THE MESSAGING ON YOUR WEBSITE IS OUT OF SYNC WITH YOUR COLLATERAL? Have You Ever…
  4. 4. NOTICED YOUR SALES TEAM IS DELIVERING INCONSISTENT MESSAGES TO PROSPECTS? Have You Ever…
  5. 5. So WTF Happened? • No coherent messaging strategy • Company growth and personnel changes • Product releases and rapid iterations • Lost control of content • Lack of bandwidth • The list goes on…
  6. 6. Gaining Control & Telling the Right Story Your brand and company positioning defines who you are Your product positioning is the what, who, and why Your messaging tells your story
  7. 7. Industrial Strength is Better Why Strong Messaging and Positioning is Important • Establishes unique company identity • Builds passionate culture • Eliminates ambiguity—internally and externally • Defines product benefits and value propositions • Differentiates company and product from competition • Makes it easier for clients to connect their problem to your solution • Prevents sales engagement with the “wrong” clients
  8. 8. The Core Messaging Document Preventing WTF Moments
  9. 9. Deliver a Consistent Message
  10. 10. Core Messaging Document Under the Covers • Introduction • High-Level Product Overview • Functional Product Overview • Key Functional Descriptions • Messaging – Launch • Product Descriptions: 25, 50, 100 word • Competitive Analysis
  11. 11. The Product Positioning Guide Preventing WTF Moments
  12. 12. Building on the Foundation Strong product positioning requires a unique blend of the creative, the technical, and the analytical.
  13. 13. Product Positioning Guide Assembles All the Pieces • Audience and Personas: defines target buyers • Core Positioning: maps top benefits and pain points to personas • Key Features: delineates benefits associated with key features • Product Descriptions
  14. 14. Product Positioning Guide Under the Covers • Positioning • Core Positioning Matrix • Core Positioning by Audience • Product Descriptions • Strategic “Product/Solution” Benefits • Strategic Benefits and Key Concepts by Solution • Terminology and Usage
  15. 15. Product Positioning Guide Example
  16. 16. Recommendations • Conduct audit of your customer-facing content; Refresh or archive outdated content • Revise or un-publish webpages older than most current CMD/PPG • Inventory content repositories such as marketing automation or sales enablement platforms for outdated or off-message content or campaigns
  17. 17. Key Takeaways • Single source of truth • Sales indoctrination is essential • 25 word description rule
  18. 18. Q&A
  19. 19. Thank You! Contact: pchristensen001@gmail.com

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