Messaging Development

Messaging development ensures that your product’s value is communicated clearly and effectively at every level—from high-level brand messaging to feature-specific details. A structured messaging hierarchy helps different teams tailor their communications while maintaining consistency.

Why it's Important

Ensures a consistent brand voice across all customer touchpoints.
Improves customer understanding of the product’s benefits.
Strengthens marketing and sales efforts with clear, compelling communication.
Helps teams differentiate from competitors effectively.
Provides a framework for future content, campaigns, and ads.

How to Implement

Define high-level brand messaging (company mission, vision, tagline).
Craft core product messaging (value proposition, benefits, differentiators).
Develop feature-specific messaging that connects to the core value.
Tailor messaging for different customer segments.
Test messaging with A/B testing, customer interviews, and surveys.

Available Workshops

Messaging Hierarchy Mapping to organize key messages.
Customer Language Analysis to ensure resonance.
A/B Testing Workshop to refine phrasing and impact.
Sales & Marketing Alignment Session to ensure consistency.
Feature vs. Benefit Brainstorming to craft compelling narratives.
Objection Handling Roleplay to strengthen sales messaging.

Deliverables

Messaging framework document with core, feature, and audience-specific messaging.
Brand messaging guide (for internal teams and agencies).
Sales and marketing collateral (pitch decks, one-pagers, email templates).

How to Measure

Engagement metrics (click-through rates, time on page).
Conversion rates on landing pages and ads.
Customer feedback (surveys, interviews).
Sales team effectiveness (objection handling, close rates).

Real-World Examples

Apple

“Think Different” became the foundation of their innovation-driven messaging.

Slack

Uses simple, benefit-driven messaging: “Slack replaces email at work.”

HubSpot

“Grow better” aligns with their inbound marketing positioning.

Get It Right

Maintain a clear structure from brand to feature-level messaging.
Use customer-centric language rather than internal jargon.
Test messaging with real customers before rolling it out.
Ensure alignment across sales, marketing, and customer success teams.
Keep messaging short, clear, and benefit-driven.

Don't Make These Mistakes

Writing feature-focused instead of benefit-driven messaging.
Inconsistency across marketing and sales materials.
Not validating with real customer feedback.
Being too generic or buzzword-heavy.
Ignoring the emotional aspect of messaging that drives engagement.
Not unique, too similar to other market offerings.

Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting