In the dynamic landscape of SaaS/Tech startups, effective product marketing is a make-or-break factor that sets successful ventures apart from the rest. Having collaborated with multiple startups, I’ve observed a common pattern: the misuse of product images, technical jargon, and buzzwords that fail to communicate the essence and benefits of the product. In this article, I’ll share insights into the right formula for product marketing, emphasising the crucial difference between buyer and user-centric messaging.
The Wrong Formula: A Glance at Common Pitfalls
Frequently, startups fall into the trap of showcasing product images, often screenshots of dashboards, paired with headlines laden with technical jargon. Buzzwords like ‘innovative,’ ‘AI,’ and ‘real-time’ are thrown in for good measure. The problem with this approach? More often than not, this type of messaging fails to articulate what the product does and the tangible benefits of using it. There are exceptions, of course, such as when dealing with self-explanatory products or well-known brands. Showing product on its own won’t do the trick. You need demonstrate the value your solution brings.
The Challenge: Divergent Needs of Buyers and Users
The challenge faced by marketers lies in recognizing that the desires of a buyer and a user are not aligned. The right formula involves understanding your product, knowing your audience, and tailoring your messaging accordingly.
The Right Formula: Tailoring Messaging for Buyers and Users
Buyer-Centric Messaging:
For buyers, the decision-makers, the message needs to be crystal clear: how can your product make them more money or save them money? The golden ticket lies in a straightforward approach of “Make me money or Save me money.” Their decision-making process is heavily influenced by case studies and proof points that validate the product’s value proposition. Here, the messaging should highlight tangible benefits, showcasing how the product contributes to the financial aspects of their business.
User-Centric Messaging:
Users, on the other hand, have their own set of concerns and day-to-day problems that they want to solve. They are seeking solutions that enhance productivity, effectiveness, and ease of use for themselves and their teams. Messages targeted at users should underscore the practicality of your product, seamless integration/onboarding, and the impact it will have on their daily operations.
Product Marketing: A Balanced Approach
Product marketing is not a one-size-fits-all game. To succeed, you need to cater to both users and buyers with targeted messaging that resonates with each group. Finding the balance involves speaking the language of financial benefits for buyers and efficiency gains for users. The next time you write copy for your website or campaign, consider:
- Who am I targeting?
- What does my product do/deliver?
- How does it fulfill the needs of (a) those who invest in it (financial gains), and (b) those who use it daily (productivity gains)?
An exemplary case in point is the Cognism homepage copy. They understand their target audience, use simple language with a clear value proposition, and back it up with compelling numbers. Brilliant!
P.S Another Layer: The Importance of Vertical/Industry Focus
While this article primarily delves into the intricacies of buyer and user-centric messaging, another critical aspect of product marketing is the vertical/industry focus. Stay tuned for my next post, where I’ll explore this dimension in greater detail.