Product messaging framework (template)

Creating simple, cohesive and effective messaging can make or break your product's success – and it's one of the biggest challenges marketers face.

That's why we've created a product marketing messaging framework template that you can use as your core messaging document. By following our guidance on how to use the document, it can be the foundation for all your messaging efforts 🙌

Intrigued? Let's find out more.

What is a messaging framework?

A messaging template is a structured framework that helps product marketers create clear, consistent, and compelling messages about their products or services.

It's a blueprint for outlining and communicating the unique value proposition, benefits, and features of a product. The goal? To ensure that all communication is aligned and resonates with the target audience.

By organizing key messaging components, the template helps marketers effectively address customer pain points, highlight product benefits, and provide proof points that build credibility and trust. Using a messaging template simplifies the process of creating marketing collateral, website content, and sales pitches, making it easier to maintain a unified brand voice across all channels.

How to use our messaging framework template

• Define your core value proposition:Start by crafting a concise statement that encapsulates the unique value your product offers. This should be a clear and compelling message that can stand alone on your homepage or in marketing materials.
• Identify customer pain points:List the specific problems your target audience faces. Understanding these pain points will help you tailor your messaging to show empathy and relevance, making your product appear as the ideal solution.
• Outline product/feature benefits:Detail the benefits of your product features, ensuring each benefit directly addresses a customer pain point. This helps to clearly communicate the value your product provides and why it stands out in the market.
• Describe product/feature details:Provide comprehensive descriptions of your product features. These details should align with the benefits you've outlined, offering a deeper understanding of how your product works and the value it delivers.
• Include proof points:Add testimonials, case studies, awards, or any other form of validation to your messaging. Proof points are crucial for building trust and convincing potential customers of your product's effectiveness.
• Test and refine your messaging:Share your messaging with other teams, such as product management, to ensure it accurately reflects your product's capabilities and resonates with the target audience. Be open to feedback and make adjustments as needed.
• Apply consistently across channels:Use the messaging template to guide the creation of all marketing materials, from website copy to sales pitches and social media posts. Consistency is key to building a strong, recognizable brand voice.

Download our messaging framework template

Messaging framework

[Product name] messaging for [persona name] Creating simple, cohesive and effective messaging is one of the biggest challenges tons of companies face - but it can make or break your product’s success. This template is your core messaging document and should be used as the foundation for all y…

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