Product messaging should be envisioned as a two-way street, fostering a rich and insightful conversation rather than a mere broadcast. To achieve this, it’s essential to peel back the layers and truly discern whom you’re addressing. It’s a common misstep to concentrate solely on the end-users, assuming they hold the reins of purchase decisions. However, there’s often a nuanced hierarchy involved.
Take, for example, a software designed to streamline and elevate workplace efficiency. While it’s the frontline employees who will directly interact with this tool daily, the crucial purchasing choice might be vested in the hands of senior management, IT overseers, or departmental chiefs. Recognizing and addressing these pivotal decision-makers can profoundly influence the resonance and success of your product messaging.
Consider Slack, a team collaboration platform. While its primary users might be employees collaborating on projects, decision-makers could be IT heads ensuring data security or managerial staff focusing on productivity metrics. Thus, while Slack does advertise features like channels and integrations for users, it also emphasizes security, scalability, and administration tools for decision-makers.
How to Tailor Messaging:
- Conduct stakeholder interviews to understand diverse motivations.
- Segment your audience and craft distinct messaging for each group.
- Test and iterate. A/B test different messages to see which resonates better with particular segments.