Developing Messaging for Products
As a marketer, a huge part of your job is explaining your products—what they are, why they’re relevant, and what their value is to customers. But product messaging isn’t just a marketing exercise. Defining your products in specific terms can be helpful to everyone in your organization, from executive leadership on down. This information can be very useful to your salesforce, who need to internalize and then share these messages with customers.
But getting everyone up to speed on product messaging can be a big challenge, especially for a widely distributed workforce. How do you get the message out in a consistent way? How do you help critical customer-facing teams understand how specific product features benefit your customers? How do you equip your salespeople to guide customer conversations about pricing towards a conversation about the product’s value? And how can you be sure that everyone really understands all the product messaging you’re sharing with them?
With product messaging, it’s simply not enough to develop the words and ideas. You need to present that information in a way that’s genuinely helpful to everyone. That means creating something more dynamic than a static PowerPoint preso with a bunch of bullet points.
What you need is an app that’s quick and easy for anyone to use—one that helps you create a web-based, dynamic, interactive presentation in minutes. You need an app that makes learning your product messaging fun and engaging for your audience, so they absorb and retain information. And you need an app that makes sharing product messaging with your audience utterly painless. No matter where they are or what device they’re using to access your content, the experience needs to be seamless.
So let’s break down how, with just a little prep, some creativity, and the right app, you can make the task of creating and sharing product messaging a fun, effective, and empowering experience for everyone.
Choose the right app for creating, delivering, and sharing your messaging
Rise is an all-in-one training system that checks all these boxes and more.
- Rise is easy to use. Rise is web-based and simple to use. Anyone can create engaging, interactive content in minutes—no training expertise needed.
- Rise training is fun to take. Your audience will love how Rise content looks and feels fresh and modern—more like a gorgeous webpage than old-school slides. They’ll also love how training content, like product messaging training, is made so much more interactive with Rise. From clickable graphics full of audio and video to sorting activities that allow for hands-on practice in matching product features to benefits, Rise courses are inherently compelling. Best of all: Everyone will love how they can access your Rise content on whatever device works best for them—a mobile phone, a tablet, or their laptop.
- Rise makes it simple to manage, share, and track engagement with your content. In the world of marketing, it’s all about return on investment. And it’s no different in Rise. With Rise, you can easily share your finished product messaging content with everyone in your organization in a few clicks—no hassle. And to see how your audience is engaging with the information you’re sharing, Rise gives you easy-to-use reports on who’s completed your product messaging content—and who hasn’t—so you can follow up. You can even pull reports that show you how well your audience did on the quiz so you can anticipate areas of friction and make adjustments to your messaging or strategy as needed.
Collect the content and assets you’d like to share
Product marketing work usually results in the creation of tons of content. You’ll find that everything from customer or market data, key talking points, product specs, images, video, and even animated GIFs will all be at home in your Rise course.
That’s because Rise makes it simple to structure and organize the content you’re sharing into lessons. Start by simply typing a lesson name and hitting the Enter button on your keyboard. Not quite sure how you want to order the lessons in your training? No worries. You can quickly reorder them by dragging them up or down. You’ll find everything works so intuitively in Rise.
Once you’ve got your structure mapped out, you can start adding content. Click the Add Content button and choose between a lesson or a quiz.
You can easily customize lessons with blocks—modular layouts that you can make all your own with your content and images. You can even sprinkle in some knowledge check questions throughout your lesson content for quick, low-pressure refreshers that don’t capture a score.
Ready to test your audience’s understanding of the material and capture a score? Instead of a lesson with knowledge checks, choose the quiz option.
In Rise, you’ve got lots of different block types to choose from to create almost any kind of lesson content you’d like. Just add blocks to your lessons and pop in your content and media. The following are a few block types to try in your product messaging, but it’s important to note that there are endless possibilities with Rise.
Share marketing personas
Explaining your product’s core value is important. But when you want people to really understand how customers experience that value, it’s hard to top the powerful storytelling of video.
For instance, do you want to give your audience a product demo? Add a video block—one of the multimedia block types available in Rise—in a few clicks. Simply upload your product demo to the video block. Using demo videos is a smart way to demo the product, for sure, but it’s also great for highlighting more nuanced information like where and how the product was designed to be used.
Want to make sure your audience got the message from your video? Pop in knowledge check blocks below the video and ask the audience some thought-provoking questions to gauge their understanding.
Don’t have the content you need in video format? No worries. You can always use text blocks or other interactive block types in Rise to help break up the key points into easily digestible chunks for your audience.
Put features and benefits into context
When you’re trying to communicate how a product’s features benefit customers, one great option is to use the labeled graphic block.
Just drop a labeled graphic block into your Rise lesson and click to add markers. Then, drag the markers to position them over the product’s features. For instance, if your product was a new web app, you might place a marker over the buttons and other navigational features of the app. Then, in the marker, you could go on to describe how a feature benefits the customer by giving them one spot to access their user profile, for instance.
And because markers can contain all sorts of media, you could drop in an animated GIF of someone using the product in a way that illustrates these benefits.
These are just a couple of ideas to try. The great thing about an app like Rise is you’ll always find new, fun ways to present your content.
Share your product messaging with your team
All done with your product messaging training? It’s time to share it with your team!
You can do that easily in Rise by uploading your content to a learning path and then assigning people—individually or by entire groups—to your training.
Once you upload your content to the learning path, people will get an email from Rise notifying them that they’ve been assigned to take your product messaging training.
See who’s taken your product messaging training
With Rise, you also have access to simple reports that will allow you to see not only who’s taken your training, but also how well they’ve done on the quiz.
With this kind of information, you can determine how well your product messaging resonated with your target audience—and find out if you need to do a deeper dive for certain team members to make that messaging stick. That can help ensure your product launch is a huge success right from the start.
Wrapping it up
The way you choose to deliver your product messaging is just as important as the messaging itself. You need to make it easy for people to understand and enjoyable for them to absorb—not because it’s nice, but because it helps people internalize all of those important product messages you’ve been agonizing over!
And the quickest and easiest way to create, share, and track and measure engagement with your product messaging is Rise—the all-in-one training system everyone on your team will love.