You Messaging Sucks, Now Let's Go Fix It! PCA14
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Most product messaging sucks. Too often, messaging is about the product or the company and not about the customers, and because of that, your prospects say, SO WHAT! In this session, we’ll review how to build a messaging map that resonates with all of your target personas and then will review messaging from several companies, and define ways to build messaging map to fix it. Please bring some of your own examples as we’ll make this an interactive discussion working on your own challenges, helping your as a Product Manager or Product Marketing develop compelling messaging that resonates with your target markets.
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You Messaging Sucks, Now Let's Go Fix It! PCA14
- 1. Your Messaging Sucks! Now Let’s Go Fix It! Tom Evans CompellingPM @compellingpm Copyright 2015. The Lûcrum Group, Inc. 1
- 3. Your Messaging Sucks Copyright 2015. The Lûcrum Group, Inc. 3 This slide contains content that is copyrighted by Apple, Superfish, minuteKey, Phunware, nutrabolt. The Lûcrum Group claims no right to any of the copyrighted content that belongs to each respective company, especially since their messages suck!
- 4. Why Do So Many Messages Suck Copyright 2015. The Lûcrum Group, Inc. 4
- 5. Let’s Fix It Copyright 2015. The Lûcrum Group, Inc. 5
- 6. Reduce Process Variability Reduced Plant Upsets Less Off-Spec Product Less Stress, Great Job Satisfaction Less Wear & Tear on Plant Reduced Maintenance Costs Functional Benefits Plant Operators Maintenance Supervisor Reduce Transition Time Between Products Shorter Product Runs Predictive Models Real-time OptimizationFeatures Benefits Map Copyright 2015. The Lûcrum Group, Inc. 6
- 7. Reduce Process Variability Reduced Plant Upsets Less Off-Spec Product Less Stress, Great Job Satisfaction Less Wear & Tear on Plant Reduced Maintenance Costs Functional Benefits Plant Operators Maintenance Supervisor Reduce Transition Time Between Products Shorter Product Runs Predictive Models Real-time OptimizationFeatures Benefits Map Copyright 2015. The Lûcrum Group, Inc. 7
- 8. Reduce Process Variability Reduced Plant Upsets Less Off-Spec Product Less Stress, Great Job Satisfaction Less Wear & Tear on Plant Reduced Maintenance Costs Functional Benefits Plant Operators Maintenance Supervisor Reduce Transition Time Between Products Shorter Product Runs Predictive Models Real-time OptimizationFeatures Benefits Map Copyright 2015. The Lûcrum Group, Inc. 8
- 9. Reduce Process Variability Reduced Plant Upsets Less Off-Spec Product Less Stress, Great Job Satisfaction Less Wear & Tear on Plant Reduced Maintenance Costs Functional Benefits Plant Operators Maintenance Supervisor Reduce Transition Time Between Products Shorter Product Runs Predictive Models Real-time OptimizationFeatures Benefits Map Copyright 2015. The Lûcrum Group, Inc. 9
- 10. Reduce Process Variability Reduced Plant Upsets Less Off-Spec Product Less Stress, Great Job Satisfaction Less Wear & Tear on Plant Reduced Maintenance Costs Functional Benefits Plant Operators Maintenance Supervisor Reduce Transition Time Between Products Shorter Product Runs Predictive Models Real-time OptimizationFeatures Benefits Map Copyright 2015. The Lûcrum Group, Inc. 10
- 11. Benefits Map Copyright 2015. The Lûcrum Group, Inc. 11 Less Stress, Great Job Satisfaction Reduced Maintenance Costs Increased Production Lowered Costs of Operations Increased Revenue Sell More Product Plant Operators Maintenance Supervisor Operations Manager Sales Plant Manager Greater Customer Satisfaction Gain Market Share Faster Delivery on Important Orders Win New Orders Increased Profitability
- 12. Benefits Map Copyright 2015. The Lûcrum Group, Inc. 12 Less Stress, Great Job Satisfaction Reduced Maintenance Costs Increased Production Lowered Costs of Operations Increased Revenue Sell More Product Plant Operators Maintenance Supervisor Operations Manager Sales Plant Manager Greater Customer Satisfaction Gain Market Share Faster Delivery on Important Orders Win New Orders Increased Profitability
- 13. Benefits Map Copyright 2015. The Lûcrum Group, Inc. 13 Less Stress, Great Job Satisfaction Reduced Maintenance Costs Increased Production Lowered Costs of Operations Increased Revenue Sell More Product Plant Operators Maintenance Supervisor Operations Manager Sales Plant Manager Greater Customer Satisfaction Gain Market Share Faster Delivery on Important Orders Win New Orders Increased Profitability
- 14. Copyright 2015. The Lûcrum Group, Inc. 14 Reduce Process Variability Reduced Plant Upsets Less Off-Spec Product Less Stress, Great Job Satisfaction Less Wear & Tear on Plant Reduced Maintenance Costs Increased Production Lowered Costs of Operations Increased Revenue Sell More Product Functional Benefits Plant Operators Maintenance Supervisor Operations Manager Sales Plant Manager Greater Customer Satisfaction Reduce Transition Time Between Products Shorter Product Runs Gain Market Share Faster Delivery on Important Orders Win New Orders Increased Profitability Predictive Models Real-time OptimizationFeatures
- 15. Benefits Drive Messages • Choose the most important benefits per persona. • Write key messages for each persona. • Connect features or lower order benefits to higher order benefits using “so that”. Copyright 2015. The Lûcrum Group, Inc. 15
- 16. Example Targeted Messages • Operators – Reduces plants upsets so that your can run the plant with less stress • Maintenance – Reduces wear and tear on plant equipment so that you can reduce maintenance expenses. • Plant Manager – Increase production at lower cost so that you can serve more customers and enhance plant profitability. Copyright 2015. The Lûcrum Group, Inc. 16
- 17. Thank You! Tom Evans CompellingPM tevans@compellingpm.com @compellingpm www.compellingpm.com Copyright 2015. The Lûcrum Group, Inc. 17