Develop product messaging that differentiates existing and new products

Here's a framework to develop product messaging that differentiates existing and new products:

Step 1: Identify the Key Differentiators

• For existing products: What sets them apart from competitors and what unique value do they offer to customers?
• For new products: What are the key innovations, features, or benefits that make them stand out from existing products and competitors?

Step 2: Define the Target Audience

• Who are the customers for each product? What are their pain points, needs, and goals?
• What are the key decision-makers and influencers for each product?

Step 3: Develop Unique Selling Propositions (USPs)

• For existing products: Craft a concise statement that highlights the unique value proposition, benefits, and competitive advantages.
• For new products: Develop a USP that emphasizes the innovative features, benefits, and competitive advantages.

Step 4: Create Messaging Frameworks

• Develop messaging frameworks for each product that include:
  • Key messages: concise statements that summarize the product's unique value proposition, benefits, and competitive advantages.
  • Supporting messages: additional details that provide context and evidence for the key messages.
  • Tone and voice: the language and tone used to communicate the messages.

Example Messaging Frameworks:

Existing Product:

• Key message: "Our [Product Name] is the most reliable and efficient [category] solution on the market, with a proven track record of [specific benefit]."
• Supporting message: "Our product has been tested and validated by [number] of customers, with [specific results]."
• Tone and voice: Professional, trustworthy, and solution-focused.

New Product:

• Key message: "Introducing [New Product Name], the revolutionary [category] solution that combines [key features] to deliver [specific benefit]."
• Supporting message: "Our team of experts has developed a proprietary [technology] that enables [specific innovation]."
• Tone and voice: Innovative, forward-thinking, and customer-centric.

Step 5: Develop Product Positioning

• Determine how each product fits into the market landscape and how it compares to competitors.
• Develop a product positioning statement that summarizes the product's unique value proposition, competitive advantages, and target audience.

Example Product Positioning Statements:

• Existing Product: "Our [Product Name] is a premium [category] solution that offers unparalleled reliability and efficiency, making it the go-to choice for [target audience]."
• New Product: "Introducing [New Product Name], the game-changing [category] solution that redefines the industry standard for [specific benefit]."

Step 6: Refine and Test Messaging

• Refine the messaging frameworks and product positioning statements based on feedback from customers, sales teams, and marketing teams.
• Test the messaging through various channels, such as social media, email campaigns, and sales collateral, to ensure it resonates with the target audience.

By following these steps, you can develop product messaging that effectively differentiates existing and new products, resonates with the target audience, and drives business results.