When creating product messaging that describes your product, there are three approaches the product marketer can take. One of these approaches is by far the predominant one in use today. Curious about which one you are using? Before I bias you, how would you respond to the following question:
- When we describe our product, we
a) mostly discuss the capabilities of the product
b) mostly define the problems the product can solve
c) tie product capabilities to problems the product solves
Today we are talking about the product messaging component that answers the question - "what does your product do". If you have properly set the stage in the earlier "what is it" messaging element, your prospect will arrive at this level in your messaging ready for more detail.
The "capabilities" approach maps to choice "a". We tell our prospects what our product does by describing its capabilities. We present the different features of the product. (i.e. It slices. It dices. It butters bread.) This approach is very "us" focused. It is about how we (the company) perceive our offering. It relies on the buyer to relate those capabilities to his/her specific problem.
The second approach maps to the "problems" response (choice b). We demonstrate what our product is useful for by describing the problems it can solve. (i.e. It cuts thinner slices more consistently than can be done by hand. It saves time in ingredient preparation. It minimizes food waste.) This approach is very buyer-focused. It demonstrates how our product delivers value to the buyer. Unlike the pure "capabilities" approach, it does not require the buyer to relate our product's features to their needs.
The third approach marries the two approaches. It maps specific product "capabilities" to each of the buyer's "problems" that can be solved by the product. When this approach is used, the capabilities serve as proof points in the solution the product offers. This gives them a strength and purpose that is much more compelling.
So which approach is predominantly used by marketers today? I believe it is the pure "capabilities" approach. We see product spec sheets in a variety of forms on product pages. We also see them as the primary mechanism for describing products in on-line stores. Their value is to provide succinct details about the product for the buyer. There is a time and place to provide product specifications. However, it is usually much later in the buying process.
In most buying situations, the buyer starts with a problem that needs a solution. They will do some discovery to try to understand what type of products (i.e. our "what is it" messaging element) might solve their problem. The easier the product marketer makes it for the buyer to match their problem with a type of product and then reinforce that with their specific product, the better their chance in engaging the buyer.
If the buyer starts with the problem, doesn't it make sense that our product messaging must tackle that first too?
What is the chance that the buyer will dig through all of our product's features and be able to find and recognize the solution to their problem?
However, solo "problem"-oriented messaging isn't the best approach either. A statement that your product solves a problem without corroborating evidence (think features as proof points) leaves the buyer skeptical.
Both problem-oriented messaging as well as capability-defining messaging is critical to your marketing and sales efforts.
When your capabilities are used as proof points to your problem-based messaging, you get the best of both worlds.
So, why then do marketers hesitate to specify the problems their products solve? I believe that one reason is because marketers fear that messaging "problems" limits their product's full potential use. The marketer thinks, "what if I miss a problem? Then a buyer won't consider our product." This is like the flip side of a capabilities-only approach.
The truth is that your product is probably only really good at a few things. Your product solves a few problems best. This has to be your messaging focus. Don't dilute your messaging with a bunch of things your product could do in a mediocre or acceptable manner. Buyers don't want to settle for mediocre. They want to feel like they are buying the best.
Answer the "what does it do" question by opening with the problems your product solves best. Support that discussion with the evidence of features that they will use to solve their problem. By doing this, you differentiate your product from the competition and create a persuasive argument for purchase.
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