Specify Your Product's Purpose

The prospect knows your product category and finds your product's intended audience a good match. The next piece of information a prospect wants to know is

What does your product do?

This question is not an invitation to a lengthy discourse on all of your product's features. In fact, the response to this question isn't about features at all. The prospect wants to know what use your product might be to him/her.

Follow-up your product categorization with a brief description of your product's primary purpose.

For example, VRBO helps you locate and rent a vacation home that meets your needs.

Stating the purpose for your product is linked to the next question,

Why should the prospect care?

When your product solves a significant pain point or answers a critical need, your prospect is more likely to engage with you. For this reason, you can make a stronger impression by explicitly calling out the pain point or need in your this purpose statement.

You can profile your buyer audience(s) as buyer personas. Buyer persona profiles help capture the motivations (including pain points, challenges, ideals, needs) for your buyer.

Talk with a product messaging expert now.
Call Applied Product Marketing at (650) 218-3104.