Phase 10: Messaging

It’s critical that you communicate the value of your product and why someone would buy it over the competition.


The Problem

The market isn’t seriously considering your product. You can’t expect buyers to determine the value of your product. You must spur them to action with compelling value propositions on how your product solves problems; otherwise, buyers won’t budge. Without clear messaging, buyers default to the product with the best price. Are you making your buyers work to understand your product or have you teed up the messages for them?


The Solution

  • Messaging audit
  • Product positioning statement
  • Messaging plan
  • Product value propositions
  • Competitive positioning analysis


With your product message done perfectly, it is now time to move to Phase 11: Launch Planning.