We all love sales pages. Don’t we? What if all sales pages start driving us tons of leads and sales? Exciting right? Persuading people with your product messaging is important. They need to understand the product to move further in their buying journey. And there comes Product Messaging.
Today I’ll be sharing chunks from my recent lesson learnt from Conversion Copywriter and CXL Trainer Momoko Price.
Website’s sales copy can be daunting and we might even not know if that’s bad unless all the visitors do nothing on the website. But hey, we all don’t want that.
Being a marketer, we know having a strong value proposition & relevant messaging is what helps drive more tractions and conversions.
What is Product Messaging?
Product messaging refers to how marketers define a product that valuable and meaningful into the customer lives.
If folks consider product messaging, they generally begin with the qualities and benefits the product offers. While these items do have to get defined, they need to be nowhere you get started creating your product messaging from.
You might be wondering what is message-mining. So here’s how CXL describes it:
Message-mining is essentially the process of scouring the internet or other sources for instances of your target customer voicing what they care about most when it comes to your product or solution. And it might be about a competitor product, or other solutions within your spaceif you are sort of new to the market.
Product mining is so so important at the stage when you don’t have any customer yet. So we need to dig deep into the lives of our ideal customers and be in their shoes to define the product messaging.
We can have a very great product but if we don’t know how it resonates with the ideal users then we all get it wrong at the first place.
How to do Message-Mining
If a message doesn’t come out of you but rather from the potential, then it holds that you should listen very carefully to what your potential says when she’s discussing products and services that a) are yours or b) are similar to yours.
Their words turn into yours. You’ll take what they say, also then mirror it to them In case you have an email list that’s not uber-tiny, you can email a poll to them and mine their answers, again. There are a number of methods to listen to your prospects.
Messaging mining is a great way to use when e don’t have any customers yet to start with the reviews or feedback. This technique helps get some swipe-worthy copy which we can’t necessarily get from the clients but is available on the internet.
Process of Message Mining
The process of Message mining can be easy. Let’s say I am doing message mining for my service which is SEO or Search Engine Optimization.
So here we have SEO as a keyword then a brand name (in my case my brand is very new so I’d be sticking to some other competitor brands) and then we can type reviews.
For an example : SEO Service Reviews, if you have a big brand you can try using your brand-name + Service/product +reviews.
Read more about: Social Proof Marketing.
Creating Unique Value Propositions
When it comes to creating unique value propositions or UVP talking to people inside your organization or partners/sponsors are not gonna work. These people are going to talk only the good things and nod their heads with YES all the time. And that’s not what you want.
Brainstorming Value Propositions is good and that what you should do but make sure to validate it with others or yourself.
List the product’s key features. The big things that the product does. Or the things that it has it different from the market.
Try to note down the features that are unique to your product. It doesn’t need to be universally unique but at least the things that are special about your product. Try to figure out which of these features really stand out in the current market landscape as these are going to be more critical by and large to your value proposition than the other ones.
Make a list of your customer pain points for each feature that you have noted before. This will help us to realize if our product really helps or impact our target users life. If it doesn’t provide any value then better it should not be there. So getting a list of customer pain points is critical here.
Once you have got the pains of your ideal customers, this is the right time to provide them a solution and that solves their problem.
Now what you need to do is go through and look at those pains that you’ve come up with. They’re related to each feature that you have and put them in a hierarchy where you can clearly see if the current feature is addressing a certain problem.
The pains that matter the most should be prioritized. And here’s where scoring comes in place. Scoring each pain with different severity level is going to do so much to generate the unique value proposition messaging.
Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.” – Joanna Wiebe
Storytelling is an art. We all
Storytelling and listening to stories is built as an inherent trait n all of us. We all love good stories. And to be honest most stories are just variations on a theme and even that appears to be OK with us.
This is all for this week’s lesson. More learnings in next blog. See you then 🙂