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Most product messaging fails because it tries to do too much — cramming in features, overexplaining and hoping something sticks. But customers don’t just care about your features — they care about solving their own problems. If your messaging isn’t clear, relevant and memorable, it’s not working.
In this article, I’ll share an 8-step product messaging framework to help you craft messaging that stands out, resonates with your audience and actually drives action. It’s practical, proven and designed to cut through the noise. Let’s get into it.
1. Understand your customers’ current approach
Before you can create compelling messages, you need to figure out what your customers are doing now — and who or what you’re really competing against. Often, your real competitor isn’t just another company; it might be a spreadsheet, a manual process or the choice to do nothing at all.
How to uncover your true competition:
- Look at lost deals. When you lose a deal, find out who they chose instead. Was it a direct competitor? Or did they stick with the system they already had?
- Analyze won deals. When someone picks you, ask about their decision process. Who else was on their shortlist? Most buyers only compare 2-3 options, so it’s crucial to stand out and make it onto that shortlist.
- Ask your best customers. If your product didn’t exist, what would they do instead? Their answers reveal the real-world alternatives you’re up against.
Tip: The status quo is often your biggest obstacle. If customers are comfortable with their current process, you have to show why staying the same is more costly than switching to you.
Related: 3 Super Simple Ways to Understand What Your Customer Wants
2. Uncover what makes you stand out
Once you know who or what you’re competing with, pinpoint the unique factors that set you apart. Think beyond features — maybe it’s superior support, a niche focus or proven results with specific industries.
Possible (non-feature) differentiators could include:
- A more helpful customer experience (e.g., faster onboarding or more responsive support).
- Expertise in a specific market or problem area.
- Flexibility or customization that others lack.
- A track record of success with companies similar to your target customers.
Tip: If your offerings seem too similar to those of others, dig deeper. People don’t need “another” version of the same product; they need something genuinely better.
3. Show why your differences matter
Standing out isn’t enough — you must show how those differences help your customers.
Try this process:
- List your differentiators (the unique features or strengths you have).
- Ask, “What’s in it for them?” For each feature, highlight the specific benefit.
- Group similar benefits into broader themes.
When you focus on benefits rather than features, customers can see how your product improves their daily work.
4. Prioritize your top 3-4 value points
While your product might have many benefits, people will only remember a few. It’s better to emphasize a small set of powerful points than to overwhelm them with too much information.
How to choose your core value points:
- Relevance: Which benefits speak most directly to your audience’s biggest problems?
- Uniqueness: What’s hardest for competitors to copy or claim?
- Defensibility: Which strengths show you’re the better choice in a clear, believable way?
These 3-4 value points become your core value propositions — use them consistently in all your materials.
Tip: Clarity beats quantity. A few strong value points make a bigger impact than a long, forgettable list of features.
Related: 3 Ways to Find Your Brand Voice
5. Build a messaging hierarchy
A messaging hierarchy helps you stay consistent across all channels — from your homepage to sales pitches. It starts with your core value points, then moves into supporting messages and ends with evidence.
Structure it like this:
- Core Value Points: The top 3-4 benefits you chose in Step 4.
- Supporting Messages: Additional details or benefits that reinforce why these core points matter.
- Proof Points and Use Cases: Numbers, stories, or real examples showing how you deliver on these promises.
Example:
- Core Value Point: Accelerate the interview process with Calendly.
- Supporting Message: Automate and standardize interview messages to reduce no-shows and cancellations while also sharing resources and sending timely reminders for a seamless experience.
- Proof Point: On average, teams that use Calendly fill roles 3x faster and save 10 hours per week.
6. Establish tone and style guidelines
You’ve nailed down what to say — now think about how to say it. Define a tone of voice that fits your brand and resonates with your buyer personas.
Creating your brand voice:
- Match your audience’s style: Are they looking for a formal, professional tone or something more friendly and relaxed?
- Set clear rules: Provide examples of the right tone, along with dos and don’ts. This helps everyone on your team communicate in a consistent, recognizable way.
Related: How to Form a Clear Voice and Tone for Your Brand
7. Tailor messaging for different audiences and stages
Messaging isn’t one-size-fits-all. Adjust your core messages based on who you’re talking to and where they are in the buying process.
Examples:
- Decision-makers: Emphasize high-level results, like ROI or overall cost savings.
- Daily users: Focus on ease of use and practical features.
- Awareness stage: Talk about common problems and introduce your solution.
- Decision stage: Show clear proof and highlight what makes you stand out.
This customization ensures every audience gets the information they care about most.
8. Test and validate your messaging
Your messaging is just a theory until you try it out. Collect real-world feedback to see what hits home and what falls flat.
Ways to test:
- A/B Testing: Try different headlines, emails, or ad copy to see which version performs better.
- Customer Feedback: Ask for reactions during sales calls and win-loss analyses. Which parts confused them, and what made them lean in?
- Team Insights: Listen to your sales and customer success teams. They often know which messaging points stick and which ones need improvement.
Keep refining until your messages consistently resonate with customers and guide them toward choosing you.
