PRODUCT MARKETING
Positioning & Messaging Strategy
Define Your Value Proposition
A value proposition is a clear statement that explains the unique benefits of your product and why it matters to your customers. It answers the question, "Why should someone choose your product over alternatives?"
Why it's Important
Clarifies the core problem your product solves.
Helps differentiate your offering in a crowded market.
Aligns internal teams (marketing, sales, product) on key messaging.
Creates a foundation for effective advertising and customer engagement.
How to Implement
Identify your target customers and their biggest pain points.
Analyze how your product uniquely addresses these pain points.
Articulate the benefits in a simple, clear, and compelling statement.
Validate the value proposition through customer research and testing.
Available Workshops
Customer Problem & Solution Brainstorming to align on key benefits.
Value Proposition Canvas to map pain points, solutions, and differentiators.
Customer Interviews & Surveys to validate messaging.
Competitor Value Proposition Analysis to identify market gaps.
Elevator Pitch Exercise to distill the value proposition into a concise statement.
A/B Testing of Messaging to refine wording based on engagement data.
Deliverables
A core value proposition statement (one clear sentence).
Supporting messaging that highlights key benefits and differentiators.
A list of validated pain points and customer needs.
How to Measure
Increased conversion rates on marketing assets (landing pages, ads).
Customer feedback and survey responses validating the value proposition.
Reduced sales objections due to clearer messaging.
Real-World Examples
Slack
“Be more productive at work with less effort.”
Uber
“Tap a button, get a ride.”
Airbnb
“Belong anywhere.”
Get It Right
Keep it simple, clear, and customer-focused.
Ensure it addresses real customer pain points.
Use concrete benefits, not just features.
Continuously test and refine based on customer feedback.
Align it across all marketing and sales materials.
Don't Make These Mistakes
Making it too generic or vague.
Focusing only on features instead of benefits.
Ignoring customer validation in the process.
Trying to appeal to everyone instead of a specific audience.
Failing to update it as market conditions change.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting