How to Achieve Messaging-Market Fit by Dan Olsen

Dan Olsen
Dan OlsenProduct Management Consultant, Trainer & Author at The Lean Product Playbook
How to Achieve 
Messaging-Market Fit 
Ensuring 
Message- 
Market 
Fit 
Dan Olsen 
Olsen Solutions 
SF PR Summit 
July 31, 2014 
Dan Olsen 
Olsen Solutions 
Lean Product & Lean UX 
August 19, 2014 
Silicon Valley Meetup
My 
Background 
n Technical 
background 
n MBA, 
Stanford 
n Led 
Quicken 
Product 
Management 
at 
Intuit 
n Led 
Product 
Management 
at 
Friendster 
n CEO 
& 
cofounder 
of 
YourVersion, 
“Pandora 
for 
your 
news” 
n Consultant: 
Box, 
YouSendIt, 
Epocrates, 
OneMedical 
Will 
post 
slides 
to 
hQp://slideshare.net/dan_o 
Copyright 
© 
2014 
Olsen 
Solu7ons
What 
is 
Messaging-­‐Market 
Fit? 
n Lean 
Startup: 
Product-­‐Market 
fit 
n Making 
sure 
that 
customers 
like 
your 
product 
n What 
about 
messaging? 
n Right 
features 
but 
wrong 
message? 
n Messaging-­‐Market 
fit 
n Making 
sure 
that 
how 
you 
message 
your 
product 
resonates 
with 
customers 
Copyright 
© 
2014 
Olsen 
Solu7ons
Dan’s 
Model 
for 
the 
Causality 
Underlying 
Product-­‐Market 
Fit 
Customer 
Needs 
Copyright 
© 
2014 
Olsen 
Solu7ons 
Target 
Customer 
Product 
Customer 
has 
needs 
Product 
is 
designed 
to 
meet 
needs 
Customer 
decides 
how 
well 
product 
meets 
needs 
(sa7sfac7on)
Dan’s 
Model 
for 
the 
Causality 
Underlying 
Messaging-­‐Market 
Fit 
Customer 
Needs 
Copyright 
© 
2014 
Olsen 
Solu7ons 
Target 
Customer 
Messaging 
Customer 
has 
needs 
Messaging 
is 
designed 
to 
appeal 
to 
needs 
Customer 
decides 
how 
appealing 
the 
messaging 
sounds
Key 
Components 
of 
Customer 
Experience 
Func7onality 
UX 
Design 
Messaging 
Copyright 
© 
2014 
Olsen 
Solu7ons
What 
Do 
Prospec7ve 
Customers 
See 
First? 
• Features? 
• Design? 
• Messaging? 
Copyright 
© 
2014 
Olsen 
Solu7ons
Really??? 
Copyright 
© 
2014 
Olsen 
Solu7ons
Market 
Benefits, 
Not 
Features 
n Most 
companies 
focus 
on 
features 
n Lots 
of 
reasons 
why 
n “People 
don’t 
want 
a 
quarter-­‐inch 
drill. 
They 
want 
a 
quarter-­‐inch 
hole.” 
n Feature-­‐speak 
= 
non-­‐benefits 
speak 
n 3rd 
Genera7on 
Intel 
Core 
i5 
Processor 
n Netgear 
N300 
Wireless 
Router 
n Infini7 
JX35 
(now 
Infini7 
QX60) 
n Acer 
C710-­‐2055 
Copyright 
© 
2014 
Olsen 
Solu7ons
Amazon’s 
Press 
Release 
Technique 
n Jeff 
Bezos: 
“We 
start 
with 
the 
customer 
and 
we 
work 
backward” 
n At 
Amazon, 
they 
write 
the 
press 
release 
BEFORE 
they 
start 
working 
on 
any 
product 
n The 
press 
release 
is 
NOT 
a 
product 
spec 
n Shorter 
than 
1.5 
pages 
n Needs 
to 
use 
“Oprah 
speak” 
Copyright 
© 
2014 
Olsen 
Solu7ons
Amazon 
Press 
Release 
Template 
1. Heading: 
Name 
the 
product 
in 
a 
way 
the 
reader 
(i.e. 
your 
target 
customers) 
will 
understand. 
2. Sub-­‐Heading: 
Describe 
who 
the 
market 
for 
the 
product 
is 
and 
what 
benefit 
they 
get. 
One 
sentence 
only 
underneath 
the 
7tle. 
3. Summary: 
Give 
a 
summary 
of 
the 
product 
and 
the 
benefit. 
Assume 
the 
reader 
will 
not 
read 
anything 
else 
so 
make 
this 
paragraph 
good. 
4. Problem: 
Describe 
the 
problem 
your 
product 
solves. 
5. Solu9on: 
Describe 
how 
your 
product 
elegantly 
solves 
the 
problem. 
6. Quote 
from 
You: 
A 
quote 
from 
a 
spokesperson 
in 
your 
company. 
7. How 
to 
Get 
Started: 
Describe 
how 
easy 
it 
is 
to 
get 
started. 
8. Customer 
Quote: 
Provide 
a 
quote 
from 
a 
hypothe7cal 
customer 
that 
describes 
how 
they 
experienced 
the 
benefit. 
9. Closing 
and 
Call 
to 
Ac9on: 
Wrap 
it 
up 
and 
give 
pointers 
where 
the 
reader 
should 
go 
next. 
Copyright 
© 
2014 
Olsen 
Solu7ons
Blackberry 
Torch 
9800 
“With 
a 
5-­‐megapixel 
camera 
with 
flash, 
con7nuous 
auto-­‐focus 
and 
image 
stabiliza7on, 
plus 
11 
photo 
modes 
and 
video 
recording, 
it's 
easy 
to 
capture 
those 
spontaneous 
moments.” 
Copyright 
© 
2014 
Olsen 
Solu7ons 
• Which 
words 
describe 
features? 
• Which 
words 
describe 
benefits? 
• What 
is 
ra7o 
of 
features 
to 
benefits?
Blackberry 
Torch 
9800 
“With 
a 
5-­‐megapixel 
camera 
with 
flash, 
con7nuous 
auto-­‐focus 
and 
image 
stabiliza7on, 
plus 
11 
photo 
modes 
and 
video 
recording, 
it's 
easy 
to 
capture 
those 
spontaneous 
moments.” 
Copyright 
© 
2014 
Olsen 
Solu7ons 
• 6 
features 
• 1 
benefit 
• 6-­‐to-­‐1 
ra7o
Blackberry 
Torch 
9800 
iPhone 
4 
“With 
a 
5-­‐megapixel 
camera 
with 
flash, 
con7nuous 
auto-­‐focus 
and 
image 
stabiliza7on, 
plus 
11 
photo 
modes 
and 
video 
recording, 
it's 
easy 
to 
capture 
those 
spontaneous 
moments.” 
6 
features 
: 
1 
benefit 
“Take 
beau7ful, 
detailed 
photos 
with 
the 
new 
5-­‐megapixel 
camera 
with 
built-­‐in 
LED 
flash. 
The 
advanced 
backside 
illumina7on 
sensor 
captures 
great 
pictures 
even 
in 
low 
light. 
And 
the 
new 
front-­‐facing 
camera 
makes 
it 
easy 
to 
take 
self-­‐portraits.” 
Copyright 
© 
2014 
Olsen 
Solu7ons
Blackberry 
Torch 
9800 
iPhone 
4 
“With 
a 
5-­‐megapixel 
camera 
with 
flash, 
con7nuous 
auto-­‐focus 
and 
image 
stabiliza7on, 
plus 
11 
photo 
modes 
and 
video 
recording, 
it's 
easy 
to 
capture 
those 
spontaneous 
moments.” 
6 
features 
: 
1 
benefit 
“Take 
beau7ful, 
detailed 
photos 
with 
the 
new 
5-­‐megapixel 
camera 
with 
built-­‐in 
LED 
flash. 
The 
advanced 
backside 
illumina7on 
sensor 
captures 
great 
pictures 
even 
in 
low 
light. 
And 
the 
new 
front-­‐facing 
camera 
makes 
it 
easy 
to 
take 
self-­‐portraits.” 
Which 
words 
are 
features? 
Which 
benefits? 
Copyright 
© 
2014 
Olsen 
Solu7ons
“With 
a 
5-­‐megapixel 
camera 
with 
flash, 
con7nuous 
auto-­‐focus 
and 
image 
stabiliza7on, 
plus 
11 
photo 
modes 
and 
video 
recording, 
it's 
easy 
to 
capture 
those 
spontaneous 
moments.” 
6 
features 
: 
1 
benefit 
“Take 
beau7ful, 
detailed 
photos 
with 
the 
new 
5-­‐megapixel 
camera 
with 
built-­‐in 
LED 
flash. 
The 
advanced 
backside 
illumina7on 
sensor 
captures 
great 
pictures 
even 
in 
low 
light. 
And 
the 
new 
front-­‐facing 
camera 
makes 
it 
easy 
to 
take 
self-­‐portraits.” 
Blackberry 
Torch 
9800 
iPhone 
4 
4 
features 
: 
4 
benefits 
Copyright 
© 
2014 
Olsen 
Solu7ons
Customer 
Needs 
& 
Benefits 
Copyright 
© 
2014 
Olsen 
Solu7ons
Product 
Space 
vs. 
Solu7on 
Space 
n NASA: 
space 
pen 
($1 
M 
R&D 
cost) 
n Russians: 
pencil 
n Product 
Space 
n A 
customer 
problem, 
need, 
or 
benefit 
that 
the 
product 
should 
address 
Example: 
n Ability 
to 
write 
in 
space 
(zero 
gravity) 
n Solu7on 
Space 
n A 
specific 
product 
implementa7on 
intended 
to 
address 
that 
benefit 
Copyright 
© 
2014 
Olsen 
Solu7ons
Problem 
Space 
vs. 
Solu7on 
Space: 
Product 
Level 
Problem 
Space 
(user 
benefit) 
Solu7on 
Space 
(product) 
Pen and 
paper 
TurboTax 
TaxCut 
Prepare 
my taxes 
File my 
taxes 
Check my 
taxes 
Maximize 
deductions 
Reduce 
audit risk 
Copyright 
© 
2014 
Olsen 
Solu7ons
Customer 
Benefits 
“Ladders” 
Higher-­‐level 
benefit 
(more 
abstract) 
“Save 
Time” 
…which 
means 
needing 
less 
7me 
to 
manage 
my 
finances 
…which 
is 
faster 
than 
if 
I 
had 
to 
track 
down 
all 
those 
balances 
…which 
lets 
me 
easily 
see 
how 
much 
money 
I 
have 
Quicken 
lets 
me 
see 
all 
my 
financial 
accounts 
in 
one 
place 
Lower-­‐level 
benefit 
(more 
specific) 
Copyright 
© 
2014 
Olsen 
Solu7ons
Kano 
Model: 
User 
Needs 
& 
Sa7sfac7on 
User 
Sa7sfac7on 
Delighter 
(wow) 
User 
Dissa7sfac7on 
Performance 
(more 
is 
beQer) 
Need 
not 
met 
Need 
fully 
met 
Must 
Have 
Needs 
& 
features 
migrate 
over 
7me 
Copyright 
© 
2014 
Olsen 
Solu7ons
Needs 
& 
Preferences 
vary 
with 
Customer: 
Product-­‐Market 
Framework 
Example 
High-­‐level 
need: 
Transporta7on 
within 
100 
miles 
of 
my 
home 
Soccer 
Mom 
Speed 
Demon 
• Carry 
kids 
& 
gear 
• Safety 
• Fuel 
economy 
• Go 
fast 
• Looks 
cool 
• Makes 
me 
look 
cool 
Target 
Customer: 
Detailed 
needs: 
Ideal 
Product: 
Soccer 
Mom 
Speed 
Demon
Needs 
& 
Preferences 
vary 
with 
Customer: 
Product-­‐Market 
Framework 
Example 
High-­‐level 
need: 
Transporta7on 
within 
100 
miles 
of 
my 
home 
Soccer 
Mom 
Speed 
Demon 
• Carry 
kids 
& 
gear 
• Safety 
• Fuel 
economy 
• Go 
fast 
• Looks 
cool 
• Makes 
me 
look 
cool 
Target 
Customer: 
Detailed 
needs: 
Ideal 
Product: 
Soccer 
Mom 
Speed 
Demon
Needs 
& 
Preferences 
vary 
with 
Customer: 
Product-­‐Market 
Framework 
Example 
High-­‐level 
need: 
Transporta7on 
within 
100 
miles 
of 
my 
home 
Soccer 
Mom 
Speed 
Demon 
• Carry 
kids 
& 
gear 
• Safety 
• Fuel 
economy 
• Go 
fast 
• Looks 
cool 
• Makes 
me 
look 
cool 
Target 
Customer: 
Detailed 
needs: 
Ideal 
Product: 
Soccer 
Mom 
Speed 
Demon
Needs 
& 
Preferences 
vary 
with 
Customer: 
Product-­‐Market 
Framework 
Example 
High-­‐level 
need: 
Transporta7on 
within 
100 
miles 
of 
my 
home 
Soccer 
Mom 
Speed 
Demon 
• Carry 
kids 
& 
gear 
• Safety 
• Fuel 
economy 
• Go 
fast 
• Looks 
cool 
• Makes 
me 
look 
cool 
Target 
Customer: 
Detailed 
needs: 
Ideal 
Product: 
Soccer 
Mom 
Speed 
Demon
What 
is 
Your 
Product 
Value 
Proposi7on? 
n Which 
user 
benefits 
are 
you 
providing? 
n How 
are 
you 
beQer 
than 
compe7tors? 
Compe9tor 
A 
Compe9tor 
B 
You 
Must 
Have 
Benefit 
1 
Y 
Y 
Y 
Performance 
Benefit 
1 
High 
Low 
Med 
Performance 
Benefit 
2 
Low 
High 
Low 
Performance 
Benefit 
3 
Med 
Med 
High 
Delighter 
Benefit 
1 
Y 
-­‐ 
-­‐ 
Delighter 
Benefit 
2 
-­‐ 
-­‐ 
Y 
Copyright 
© 
2014 
Olsen 
Solu7ons
Posi7oning 
n What 
is 
Posi7oning? 
n How 
you 
communicate 
to 
customers: 
n What 
your 
product/service 
is 
n How 
it’s 
beQer 
than 
others 
n Specifies 
n What 
category 
your 
product 
is 
in 
n Your 
target 
market 
n The 
core 
benefit/value 
your 
product 
provides 
n Why 
it’s 
beQer 
than 
compe7ng 
products 
(unique 
differen7ator) 
Copyright 
© 
2014 
Olsen 
Solu7ons
Posi7oning 
Template 
n <Product 
name> 
is 
a 
<Product 
category> 
for 
<Target 
market> 
that 
<Core 
benefit> 
by 
<Unique 
differen:ator>. 
n Google 
is 
a 
search 
engine 
for 
everyone 
who 
uses 
the 
internet 
that 
helps 
people 
quickly 
find 
relevant 
informa7on 
by 
having 
the 
best 
algorithms 
that 
deliver 
the 
fastest 
and 
most 
relevant 
results. 
Copyright 
© 
2014 
Olsen 
Solu7ons
Messaging 
n Posi7oning 
is 
important 
but 
is 
not 
meant 
for 
use 
in 
customer 
marke7ng 
“as 
is” 
n Messaging: 
the 
specific 
words 
you 
use 
to 
convey 
your 
posi7oning 
n Brainstorm 
messaging 
ideas 
from 
customer 
benefits 
n Divergent, 
itera7ve 
thinking: 
“Agile 
for 
Messaging” 
n Write 
copy. 
Need 
different 
length 
messages: 
n Tagline 
n Sentence 
n Paragraph 
n Page 
Copyright 
© 
2014 
Olsen 
Solu7ons
Principles 
of 
Good 
Messaging 
n Good 
messages 
are: 
n Easy 
to 
understand 
n Focused: 
1 
or 
2 
concepts 
max 
n Short 
(less 
is 
more) 
n Clearly 
convey 
benefits 
to 
customer 
n Sound 
differen7ated 
n Ownable 
(by 
you) 
Copyright 
© 
2014 
Olsen 
Solu7ons
How to Achieve Messaging-Market Fit by Dan Olsen
How to Achieve Messaging-Market Fit by Dan Olsen
• Does 
the 
ad 
men7on 
any 
features? 
• Does 
the 
ad 
men7on 
any 
benefits 
(explicitly)?
Deconstruc7ng 
the 
Message 
1,000 
songs 
in 
your 
pocket 
Copyright 
© 
2014 
Olsen 
Solu7ons 
• large 
# 
of 
songs 
• all 
of 
your 
songs 
• portable 
• small, 
light 
• can 
listen 
anywhere 
Storage 
capacity 
5 
Gigabytes 
Size 
4” 
x 
2.4” 
x 
0.78”
5 gigabytes in just 4” x 2.4” x 0.78”!
Large storage capacity, small size!
Lets you listen to a large number of 
songs when you’re on the go!
Copyright 
© 
2014 
Olsen 
Solu7ons 
Message 
Benefits 
Features
What 
Didn’t 
Apple 
Message? 
n Easy 
to 
Use: 
Click 
wheel 
& 
screen 
n Auto-­‐Sync 
n Firewire: 
30 
7mes 
faster 
than 
USB 
n BaQery 
life: 
10 
hours 
of 
listening 
n Earphones 
“With 
iPod, 
Apple 
has 
invented 
a 
whole 
new 
category 
of 
digital 
music 
player 
that 
lets 
you 
put 
your 
en7re 
music 
collec7on 
in 
your 
pocket 
and 
listen 
to 
it 
wherever 
you 
go,” 
said 
Steve 
Jobs, 
Apple’s 
CEO. 
“With 
iPod, 
listening 
to 
music 
will 
never 
be 
the 
same 
again.” 
Copyright 
© 
2014 
Olsen 
Solu7ons
Copyright 
© 
2014 
Olsen 
Solu7ons 
Message 
Posi7oning 
Benefits 
Features
Other 
Messaging 
Examples 
n Fly 
the 
friendly 
skies 
n Zoom 
zoom 
n Finger 
lickin’ 
good 
n The 
happiest 
place 
on 
earth 
n Let 
your 
fingers 
do 
the 
walking 
n Eat 
fresh 
n Have 
it 
your 
way 
n Keeps 
going 
and 
going 
and 
going 
Copyright 
© 
2014 
Olsen 
Solu7ons
Valida7ng 
Your 
Messaging 
With 
Customers 
(see 
my 
slides 
on 
“Ramen 
User 
Tes7ng”) 
Copyright 
© 
2014 
Olsen 
Solu7ons
Qualita7ve 
vs. 
Quan7ta7ve 
Research 
Qualita7ve 
interviews 
Quan7ta7ve 
data 
Oprah 
Spock
Qualita7ve 
Compliments 
Quan7ta7ve 
Qual 
Why? 
Copyright 
© 
2014 
Olsen 
Solu7ons 
Quant 
What?
Itera7ng 
Your 
Messaging 
Through 
Qualita7ve 
Customer 
Feedback 
Problem 
Space 
Solu7on 
Space 
(your 
mental 
model) 
(what 
users 
can 
react 
to) 
Mockups 
Customer 
Feedback 
Copyright 
© 
2014 
Olsen 
Solu7ons
Quan7ta7ve 
Tes7ng 
n Comparing 
conversion 
rates 
of 
different 
messages 
on 
n AdWords 
ads 
(4-­‐Hour 
Workweek) 
n Landing 
pages 
(Newlix, 
Smoke 
test) 
n Emails 
n A/B 
tes7ng 
(aka 
split 
tes7ng) 
tools: 
n Op7mizely 
n Unbounce 
n Visual 
Website 
Op7mizer 
-­‐> 
VWO 
n Google 
Website 
Op7mizer 
-­‐> 
Google 
Analy7cs 
Content 
Experiments 
Copyright 
© 
2014 
Olsen 
Solu7ons
Automated 
Mul7variate 
Tes7ng: 
Google 
Website 
Op7mizer 
Copyright 
© 
2014 
Olsen 
Solu7ons
Case 
Study 
on 
Product-­‐Market 
Fit: 
Marke7ngReport.com 
Copyright 
© 
2014 
Olsen 
Solu7ons
Product-­‐Market 
Fit 
Case 
Study: 
Marke7ngReport.com 
n My 
consul7ng 
client, 
CEO 
of 
TrustedID, 
had 
an 
idea 
for 
a 
new 
product 
n Team: 
me, 
CEO, 
head 
of 
marke7ng, 
UI 
design 
consultant 
n Goal: 
n Validate 
product-­‐market 
fit 
quickly, 
cheaply 
without 
wri7ng 
a 
single 
line 
of 
code 
n Determine 
if 
there 
was 
a 
business 
opportunity 
here 
Copyright 
© 
2014 
Olsen 
Solu7ons
Product-­‐Market 
Fit 
Case 
Study: 
Developing 
Product 
Concept 
n Product 
Concept 
was 
“marke7ng 
report” 
that 
let 
consumers 
control 
the 
direct 
mail 
that 
they 
receive 
n Concept 
was 
fuzzy 
with 
various 
components, 
so 
I 
broke 
it 
into 
2 
different 
“flavors”: 
n #1 
“Marke7ng 
Shield”: 
Service 
to 
reduce/stop 
junk 
mail 
n #2 
“Marke7ng 
Saver”: 
Opt 
in 
& 
receive 
money-­‐ 
saving 
offers 
Copyright 
© 
2014 
Olsen 
Solu7ons
Clustering 
Poten7al 
User 
Benefits 
to 
Create 
Product 
Concepts 
“Shield” Concept “Saver” Concept 
Reduce 
Junk Mail 
Find out what 
“they” know 
about you 
Money 
Saving 
Offers 
Compare 
Yourself 
to Others 
Social 
Networking 
Marketing 
Report 
Marketing 
Score 
Marketing 
Profile 
Save 
Trees 
Copyright 
© 
2014 
Olsen 
Solu7ons
Copyright 
© 
2014 
Olsen 
Solu7ons
Copyright 
© 
2014 
Olsen 
Solu7ons
Product-­‐Market 
Fit 
Case 
Study: 
Recrui7ng 
People 
n Telephone 
recruit 
of 
prospec7ve 
customers 
n Wrote 
phone-­‐screen 
ques7onnaire 
to 
create 
rough 
target 
customer 
segmenta7on 
n Wanted 
users 
who 
work 
full-­‐7me 
& 
use 
internet 
n Fit 
for 
opt-­‐in 
offers: 
use 
coupons, 
Costco 
membership 
n Fit 
for 
an7-­‐junk 
mail: 
use 
paper 
shredder, 
block 
caller 
ID 
n Paid 
each 
person 
$75 
n Scheduled 
3 
groups 
of 
2 
or 
3 
people 
to 
discuss 
each 
product 
concept 
for 
90 
minutes 
n Moderated 
each 
group 
through 
the 
paper 
mockups 
to 
hear 
their 
feedback 
Copyright 
© 
2014 
Olsen 
Solu7ons
Product-­‐Market 
Fit 
Case 
Study: 
Findings 
on 
Concepts 
&User 
Benefits 
Reduce 
Junk Mail 
Find out what 
“they” know 
about you 
Money 
Saving 
Offers 
Compare 
Yourself 
to Others 
Social 
Networking 
Marketing 
Report 
Marketing 
Score 
Marketing 
Profile 
Save 
Trees 
Legend 
Strong appeal 
Some appeal 
Low appeal 
“Shield” Concept “Saver” Concept 
Copyright 
© 
2014 
Olsen 
Solu7ons
Product-­‐Market 
Fit 
Case 
Study: 
Learnings 
from 
Research 
n Learned 
that 
“Shield” 
(an7-­‐junk 
mail) 
concept 
was 
stronger 
than 
“Saver” 
n People 
didn’t 
like 
many 
of 
the 
“Saver” 
concept 
components 
n Learned 
users’ 
concerns 
/ 
ques7ons 
about 
“Shield” 
concept 
Copyright 
© 
2014 
Olsen 
Solu7ons
Copyright 
© 
2014 
Olsen 
Solu7ons
Product-­‐Market 
Fit 
Case 
Study: 
Summary 
n 4 
weeks 
from 
1st 
mee7ng 
to 
validated 
product 
concept 
with 
zero 
coding 
n Reasonable 
cost 
n 1 
round 
of 
itera7on 
on 
product 
concept 
n Iden7fied 
compelling 
concept 
that 
users 
are 
willing 
to 
pay 
$10/month 
for 
n Trimmed 
away 
non-­‐valuable 
pieces 
n You 
can 
achieve 
similar 
results 
Copyright 
© 
2014 
Olsen 
Solu7ons
Messaging-­‐Market 
Fit 
Summary 
n Avoid 
feature-­‐speak 
n Clarify 
your 
target 
market 
n Understand 
which 
benefits 
your 
customers 
care 
about 
& 
apply 
Kano 
Model 
n Define 
your 
value 
proposi7on 
& 
posi7oning 
n Brainstorm 
ideas 
messaging 
& 
write 
copy 
n Test 
messaging 
with 
customers 
n Learn, 
iterate 
and 
improve 
Copyright 
© 
2014 
Olsen 
Solu7ons
Ensuring 
Message- 
Market 
Fit 
Dan Olsen 
Olsen Solutions 
SF PR Summit 
July 31, 2014 
hQp://olsensolu7ons.com 
hQp://slideshare.net/dan_o 
hQp://linkedin.com/in/danolsen98 
@danolsen 
Questions?
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How to Achieve Messaging-Market Fit by Dan Olsen

  • 1. How to Achieve Messaging-Market Fit Ensuring Message- Market Fit Dan Olsen Olsen Solutions SF PR Summit July 31, 2014 Dan Olsen Olsen Solutions Lean Product & Lean UX August 19, 2014 Silicon Valley Meetup
  • 2. My Background n Technical background n MBA, Stanford n Led Quicken Product Management at Intuit n Led Product Management at Friendster n CEO & cofounder of YourVersion, “Pandora for your news” n Consultant: Box, YouSendIt, Epocrates, OneMedical Will post slides to hQp://slideshare.net/dan_o Copyright © 2014 Olsen Solu7ons
  • 3. What is Messaging-­‐Market Fit? n Lean Startup: Product-­‐Market fit n Making sure that customers like your product n What about messaging? n Right features but wrong message? n Messaging-­‐Market fit n Making sure that how you message your product resonates with customers Copyright © 2014 Olsen Solu7ons
  • 4. Dan’s Model for the Causality Underlying Product-­‐Market Fit Customer Needs Copyright © 2014 Olsen Solu7ons Target Customer Product Customer has needs Product is designed to meet needs Customer decides how well product meets needs (sa7sfac7on)
  • 5. Dan’s Model for the Causality Underlying Messaging-­‐Market Fit Customer Needs Copyright © 2014 Olsen Solu7ons Target Customer Messaging Customer has needs Messaging is designed to appeal to needs Customer decides how appealing the messaging sounds
  • 6. Key Components of Customer Experience Func7onality UX Design Messaging Copyright © 2014 Olsen Solu7ons
  • 7. What Do Prospec7ve Customers See First? • Features? • Design? • Messaging? Copyright © 2014 Olsen Solu7ons
  • 8. Really??? Copyright © 2014 Olsen Solu7ons
  • 9. Market Benefits, Not Features n Most companies focus on features n Lots of reasons why n “People don’t want a quarter-­‐inch drill. They want a quarter-­‐inch hole.” n Feature-­‐speak = non-­‐benefits speak n 3rd Genera7on Intel Core i5 Processor n Netgear N300 Wireless Router n Infini7 JX35 (now Infini7 QX60) n Acer C710-­‐2055 Copyright © 2014 Olsen Solu7ons
  • 10. Amazon’s Press Release Technique n Jeff Bezos: “We start with the customer and we work backward” n At Amazon, they write the press release BEFORE they start working on any product n The press release is NOT a product spec n Shorter than 1.5 pages n Needs to use “Oprah speak” Copyright © 2014 Olsen Solu7ons
  • 11. Amazon Press Release Template 1. Heading: Name the product in a way the reader (i.e. your target customers) will understand. 2. Sub-­‐Heading: Describe who the market for the product is and what benefit they get. One sentence only underneath the 7tle. 3. Summary: Give a summary of the product and the benefit. Assume the reader will not read anything else so make this paragraph good. 4. Problem: Describe the problem your product solves. 5. Solu9on: Describe how your product elegantly solves the problem. 6. Quote from You: A quote from a spokesperson in your company. 7. How to Get Started: Describe how easy it is to get started. 8. Customer Quote: Provide a quote from a hypothe7cal customer that describes how they experienced the benefit. 9. Closing and Call to Ac9on: Wrap it up and give pointers where the reader should go next. Copyright © 2014 Olsen Solu7ons
  • 12. Blackberry Torch 9800 “With a 5-­‐megapixel camera with flash, con7nuous auto-­‐focus and image stabiliza7on, plus 11 photo modes and video recording, it's easy to capture those spontaneous moments.” Copyright © 2014 Olsen Solu7ons • Which words describe features? • Which words describe benefits? • What is ra7o of features to benefits?
  • 13. Blackberry Torch 9800 “With a 5-­‐megapixel camera with flash, con7nuous auto-­‐focus and image stabiliza7on, plus 11 photo modes and video recording, it's easy to capture those spontaneous moments.” Copyright © 2014 Olsen Solu7ons • 6 features • 1 benefit • 6-­‐to-­‐1 ra7o
  • 14. Blackberry Torch 9800 iPhone 4 “With a 5-­‐megapixel camera with flash, con7nuous auto-­‐focus and image stabiliza7on, plus 11 photo modes and video recording, it's easy to capture those spontaneous moments.” 6 features : 1 benefit “Take beau7ful, detailed photos with the new 5-­‐megapixel camera with built-­‐in LED flash. The advanced backside illumina7on sensor captures great pictures even in low light. And the new front-­‐facing camera makes it easy to take self-­‐portraits.” Copyright © 2014 Olsen Solu7ons
  • 15. Blackberry Torch 9800 iPhone 4 “With a 5-­‐megapixel camera with flash, con7nuous auto-­‐focus and image stabiliza7on, plus 11 photo modes and video recording, it's easy to capture those spontaneous moments.” 6 features : 1 benefit “Take beau7ful, detailed photos with the new 5-­‐megapixel camera with built-­‐in LED flash. The advanced backside illumina7on sensor captures great pictures even in low light. And the new front-­‐facing camera makes it easy to take self-­‐portraits.” Which words are features? Which benefits? Copyright © 2014 Olsen Solu7ons
  • 16. “With a 5-­‐megapixel camera with flash, con7nuous auto-­‐focus and image stabiliza7on, plus 11 photo modes and video recording, it's easy to capture those spontaneous moments.” 6 features : 1 benefit “Take beau7ful, detailed photos with the new 5-­‐megapixel camera with built-­‐in LED flash. The advanced backside illumina7on sensor captures great pictures even in low light. And the new front-­‐facing camera makes it easy to take self-­‐portraits.” Blackberry Torch 9800 iPhone 4 4 features : 4 benefits Copyright © 2014 Olsen Solu7ons
  • 17. Customer Needs & Benefits Copyright © 2014 Olsen Solu7ons
  • 18. Product Space vs. Solu7on Space n NASA: space pen ($1 M R&D cost) n Russians: pencil n Product Space n A customer problem, need, or benefit that the product should address Example: n Ability to write in space (zero gravity) n Solu7on Space n A specific product implementa7on intended to address that benefit Copyright © 2014 Olsen Solu7ons
  • 19. Problem Space vs. Solu7on Space: Product Level Problem Space (user benefit) Solu7on Space (product) Pen and paper TurboTax TaxCut Prepare my taxes File my taxes Check my taxes Maximize deductions Reduce audit risk Copyright © 2014 Olsen Solu7ons
  • 20. Customer Benefits “Ladders” Higher-­‐level benefit (more abstract) “Save Time” …which means needing less 7me to manage my finances …which is faster than if I had to track down all those balances …which lets me easily see how much money I have Quicken lets me see all my financial accounts in one place Lower-­‐level benefit (more specific) Copyright © 2014 Olsen Solu7ons
  • 21. Kano Model: User Needs & Sa7sfac7on User Sa7sfac7on Delighter (wow) User Dissa7sfac7on Performance (more is beQer) Need not met Need fully met Must Have Needs & features migrate over 7me Copyright © 2014 Olsen Solu7ons
  • 22. Needs & Preferences vary with Customer: Product-­‐Market Framework Example High-­‐level need: Transporta7on within 100 miles of my home Soccer Mom Speed Demon • Carry kids & gear • Safety • Fuel economy • Go fast • Looks cool • Makes me look cool Target Customer: Detailed needs: Ideal Product: Soccer Mom Speed Demon
  • 23. Needs & Preferences vary with Customer: Product-­‐Market Framework Example High-­‐level need: Transporta7on within 100 miles of my home Soccer Mom Speed Demon • Carry kids & gear • Safety • Fuel economy • Go fast • Looks cool • Makes me look cool Target Customer: Detailed needs: Ideal Product: Soccer Mom Speed Demon
  • 24. Needs & Preferences vary with Customer: Product-­‐Market Framework Example High-­‐level need: Transporta7on within 100 miles of my home Soccer Mom Speed Demon • Carry kids & gear • Safety • Fuel economy • Go fast • Looks cool • Makes me look cool Target Customer: Detailed needs: Ideal Product: Soccer Mom Speed Demon
  • 25. Needs & Preferences vary with Customer: Product-­‐Market Framework Example High-­‐level need: Transporta7on within 100 miles of my home Soccer Mom Speed Demon • Carry kids & gear • Safety • Fuel economy • Go fast • Looks cool • Makes me look cool Target Customer: Detailed needs: Ideal Product: Soccer Mom Speed Demon
  • 26. What is Your Product Value Proposi7on? n Which user benefits are you providing? n How are you beQer than compe7tors? Compe9tor A Compe9tor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y -­‐ -­‐ Delighter Benefit 2 -­‐ -­‐ Y Copyright © 2014 Olsen Solu7ons
  • 27. Posi7oning n What is Posi7oning? n How you communicate to customers: n What your product/service is n How it’s beQer than others n Specifies n What category your product is in n Your target market n The core benefit/value your product provides n Why it’s beQer than compe7ng products (unique differen7ator) Copyright © 2014 Olsen Solu7ons
  • 28. Posi7oning Template n <Product name> is a <Product category> for <Target market> that <Core benefit> by <Unique differen:ator>. n Google is a search engine for everyone who uses the internet that helps people quickly find relevant informa7on by having the best algorithms that deliver the fastest and most relevant results. Copyright © 2014 Olsen Solu7ons
  • 29. Messaging n Posi7oning is important but is not meant for use in customer marke7ng “as is” n Messaging: the specific words you use to convey your posi7oning n Brainstorm messaging ideas from customer benefits n Divergent, itera7ve thinking: “Agile for Messaging” n Write copy. Need different length messages: n Tagline n Sentence n Paragraph n Page Copyright © 2014 Olsen Solu7ons
  • 30. Principles of Good Messaging n Good messages are: n Easy to understand n Focused: 1 or 2 concepts max n Short (less is more) n Clearly convey benefits to customer n Sound differen7ated n Ownable (by you) Copyright © 2014 Olsen Solu7ons
  • 33. • Does the ad men7on any features? • Does the ad men7on any benefits (explicitly)?
  • 34. Deconstruc7ng the Message 1,000 songs in your pocket Copyright © 2014 Olsen Solu7ons • large # of songs • all of your songs • portable • small, light • can listen anywhere Storage capacity 5 Gigabytes Size 4” x 2.4” x 0.78”
  • 35. 5 gigabytes in just 4” x 2.4” x 0.78”!
  • 36. Large storage capacity, small size!
  • 37. Lets you listen to a large number of songs when you’re on the go!
  • 38. Copyright © 2014 Olsen Solu7ons Message Benefits Features
  • 39. What Didn’t Apple Message? n Easy to Use: Click wheel & screen n Auto-­‐Sync n Firewire: 30 7mes faster than USB n BaQery life: 10 hours of listening n Earphones “With iPod, Apple has invented a whole new category of digital music player that lets you put your en7re music collec7on in your pocket and listen to it wherever you go,” said Steve Jobs, Apple’s CEO. “With iPod, listening to music will never be the same again.” Copyright © 2014 Olsen Solu7ons
  • 40. Copyright © 2014 Olsen Solu7ons Message Posi7oning Benefits Features
  • 41. Other Messaging Examples n Fly the friendly skies n Zoom zoom n Finger lickin’ good n The happiest place on earth n Let your fingers do the walking n Eat fresh n Have it your way n Keeps going and going and going Copyright © 2014 Olsen Solu7ons
  • 42. Valida7ng Your Messaging With Customers (see my slides on “Ramen User Tes7ng”) Copyright © 2014 Olsen Solu7ons
  • 43. Qualita7ve vs. Quan7ta7ve Research Qualita7ve interviews Quan7ta7ve data Oprah Spock
  • 44. Qualita7ve Compliments Quan7ta7ve Qual Why? Copyright © 2014 Olsen Solu7ons Quant What?
  • 45. Itera7ng Your Messaging Through Qualita7ve Customer Feedback Problem Space Solu7on Space (your mental model) (what users can react to) Mockups Customer Feedback Copyright © 2014 Olsen Solu7ons
  • 46. Quan7ta7ve Tes7ng n Comparing conversion rates of different messages on n AdWords ads (4-­‐Hour Workweek) n Landing pages (Newlix, Smoke test) n Emails n A/B tes7ng (aka split tes7ng) tools: n Op7mizely n Unbounce n Visual Website Op7mizer -­‐> VWO n Google Website Op7mizer -­‐> Google Analy7cs Content Experiments Copyright © 2014 Olsen Solu7ons
  • 47. Automated Mul7variate Tes7ng: Google Website Op7mizer Copyright © 2014 Olsen Solu7ons
  • 48. Case Study on Product-­‐Market Fit: Marke7ngReport.com Copyright © 2014 Olsen Solu7ons
  • 49. Product-­‐Market Fit Case Study: Marke7ngReport.com n My consul7ng client, CEO of TrustedID, had an idea for a new product n Team: me, CEO, head of marke7ng, UI design consultant n Goal: n Validate product-­‐market fit quickly, cheaply without wri7ng a single line of code n Determine if there was a business opportunity here Copyright © 2014 Olsen Solu7ons
  • 50. Product-­‐Market Fit Case Study: Developing Product Concept n Product Concept was “marke7ng report” that let consumers control the direct mail that they receive n Concept was fuzzy with various components, so I broke it into 2 different “flavors”: n #1 “Marke7ng Shield”: Service to reduce/stop junk mail n #2 “Marke7ng Saver”: Opt in & receive money-­‐ saving offers Copyright © 2014 Olsen Solu7ons
  • 51. Clustering Poten7al User Benefits to Create Product Concepts “Shield” Concept “Saver” Concept Reduce Junk Mail Find out what “they” know about you Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees Copyright © 2014 Olsen Solu7ons
  • 52. Copyright © 2014 Olsen Solu7ons
  • 53. Copyright © 2014 Olsen Solu7ons
  • 54. Product-­‐Market Fit Case Study: Recrui7ng People n Telephone recruit of prospec7ve customers n Wrote phone-­‐screen ques7onnaire to create rough target customer segmenta7on n Wanted users who work full-­‐7me & use internet n Fit for opt-­‐in offers: use coupons, Costco membership n Fit for an7-­‐junk mail: use paper shredder, block caller ID n Paid each person $75 n Scheduled 3 groups of 2 or 3 people to discuss each product concept for 90 minutes n Moderated each group through the paper mockups to hear their feedback Copyright © 2014 Olsen Solu7ons
  • 55. Product-­‐Market Fit Case Study: Findings on Concepts &User Benefits Reduce Junk Mail Find out what “they” know about you Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees Legend Strong appeal Some appeal Low appeal “Shield” Concept “Saver” Concept Copyright © 2014 Olsen Solu7ons
  • 56. Product-­‐Market Fit Case Study: Learnings from Research n Learned that “Shield” (an7-­‐junk mail) concept was stronger than “Saver” n People didn’t like many of the “Saver” concept components n Learned users’ concerns / ques7ons about “Shield” concept Copyright © 2014 Olsen Solu7ons
  • 57. Copyright © 2014 Olsen Solu7ons
  • 58. Product-­‐Market Fit Case Study: Summary n 4 weeks from 1st mee7ng to validated product concept with zero coding n Reasonable cost n 1 round of itera7on on product concept n Iden7fied compelling concept that users are willing to pay $10/month for n Trimmed away non-­‐valuable pieces n You can achieve similar results Copyright © 2014 Olsen Solu7ons
  • 59. Messaging-­‐Market Fit Summary n Avoid feature-­‐speak n Clarify your target market n Understand which benefits your customers care about & apply Kano Model n Define your value proposi7on & posi7oning n Brainstorm ideas messaging & write copy n Test messaging with customers n Learn, iterate and improve Copyright © 2014 Olsen Solu7ons
  • 60. Ensuring Message- Market Fit Dan Olsen Olsen Solutions SF PR Summit July 31, 2014 hQp://olsensolu7ons.com hQp://slideshare.net/dan_o hQp://linkedin.com/in/danolsen98 @danolsen Questions?