Approaching marketing messaging like discovering product-market fit
Product-market fit is the holy grail for any product development, especially for tech innovative start-ups where you are not sure of what you have built and how well will it resonate with the consumer, and if it will turn into sale, according to Sherif makhlouf the head of telecommunications committee at the Egyptian junior business association
He added that The same approach must be applied to marketing messaging.
Learning about customer insights
The journey starts with insights where you learn what drives your customers, their pain points, their needs, the current product substitutes they are using, even the type of language that the consumers are using when speaking about the service or product, and the pains and benefits they are seeking.
This way you will be able to create messaging that is highly relevant and resonates with some consumers.
Testing is Key
Just like product-market fit, messaging involves a great deal of testing. Coming up with different ideas, messages, different languages, and different angles to sell your product. Then, testing and analyzing the results and trying to decipher what messaging works for which customer and at what buying stage. The difference comes because not all consumers are at their final buying stage. Some might be just learning about the product while others might be making up their mind to buy the product. Your messages need to cater to the psychology and mindset of the customer at the different stages.
From my experience simplicity and clarity goes a long way for customers at the early stage of the buying cycle.
Consistency in innovation
Finally, just like the product-market fit, messaging is not just one single version but a journey that involves multiple iterations. Over time, consumers will get immune to a particular type of messaging. Thus, you need to innovate and come up with new ideas which resonate with your customers.
You might have the first-mover advantage by initiating a new trend in message marketing, but as soon as the competitors catch up with the trend and release better versions, you will lose out on your leverage. Thus, it is important to keep inventing new trends to stay at the top.
