Describe Your Product
The first question any prospect will ask you about your product is
What is it?
This simple categorization question is often ignored by those creating the product messages. You may think that this question is trivial. However, ignoring it delays a prospect's ability to focus on the rest of your messaging.
It is essential that you start your messaging by categorizing your product for a prospect. That category becomes the quick tag that allows them to start storing details about the product in their memory.
Begin your messaging with a definition of the category for your product.
For example, Norton Anti-Virus is security software for your computer.
Along with the categorization of your product, you should indicate what audience it is designed for.
By specifying the intended audience, you help the prospect determine how good a fit the product will be for him/her.
For example, Adobe Photoshop Elements is designed for casual photographers who want to quickly fix up and easily manage their digital photographs.
Some marketers are afraid that by stipulating the product's audience(s), they will lose business. However,doing business with someone who isn't your target audience results in frustration and undermines success.
Find more details about describing your product in the free eBook Killer Messaging - Nine Mistakes the Kill Your Marketing Messages
Talk with a product messaging expert now.
Call Applied Product Marketing at (650) 218-3104.
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