Stuck on how to translate your product's awesomeness into product messaging? We're here to help with techniques (plus a template!).
You know that your product is amazing and that if people give it a try, they’ll understand its value. The problem? Giving them a compelling reason to begin a free trial or product demo.
This is where product messaging—the words you use to communicate your product’s purpose, relevance, and value—comes into play. Many companies struggle with product messaging because either 1) the messaging doesn’t reflect the product’s value enough or 2) the messaging doesn’t resonate with the audience.
You’ve got a brief moment before your potential customer keeps scrolling or clicks away to something shinier, so your product messaging needs to be outstanding. To help you convey your product value and engage your audience, we’ve rounded up some great product messaging examples and techniques for inspiration.
(Pro Tip: Don’t try to cram all of these techniques into your messaging. Pick the one that best aligns with your product and brand.)
1. Wistia: Communicate a core value with a homepage video
As a video marketing platform, Wistia knows that video drives user engagement. In fact, 74% of marketers say that video has better ROI than traditional images. Videos catch our attention... and Wistia takes advantage of this compelling medium with their homepage’s product messaging.
Wistia’s homepage leads with a clear statement around what they offer—video hosting with the most(ing). Alongside this text, Wistia presents a video about their product’s value.
Wistia rolls core value and product messaging into one: using the company’s own product to emphasize features and benefits. The video talks about the ease of hosting, distribution, and other “business-y things” with Wistia, plus the resources and support that customers can expect to receive from the brand.
Videos give you the chance to quickly showcase your product’s value with small snippets of the software. Potential visitors may not take the time to sign up for a free trial, but they just might be tempted to watch a video. And (hopefully) the video will be compelling enough that they think, Jiminy Cricket! I gotta try this out.
The goal of your video should be to show your potential customers how your product functions “in real life.” Think of your elevator pitch—how can you translate that into a video? Don’t overstuff your video with features and benefits—just focus on what makes your product shine.
2. Webflow: Tell a story of success with a testimonial
The impact of testimonials and reviews is significant. As many as 93% of consumers say that online reviews influence them. Web design software Webflow drives home their product benefits by placing customer testimonials front and center on their site.
On Webflow’s homepage, a testimonial from customer service powerhouse Zendesk shows real-world success. The testimonial reinforces the positive product messaging on the page by stating that Webflow is “easy, efficient, and scalable.”
Unlike other marketing content, customer testimonials take little to no work internally. You just republish what your customer said, and voilà, you’re done.
Keep your ear to the ground with your customer service or success team to discover satisfied customers. From there, you can reach out to these brand advocates and ask if they’re interested in helping you create a customer testimonial.
Customers may also spontaneously sing your praises in a way that could be turned into a testimonial. Unsolicited feedback about your product or company will carry an authentic vibe, so consider highlighting product reviews and user-generated content on your site.
3. Square: Highlight features that solve business pain points
Mobile payment platform Square knows that it appeals to small businesses and solopreneurs. It builds on this theme with visuals and copy around business owners connecting with customers and their communities.
Square knows that their customers operate in many industries—and assures their potential customers that their platform can meet the needs of any business. To do this, Square grounds their messaging in reality with use cases, like online ordering or sending invoices from anywhere. By pairing use cases with images, potential customers can “see themselves” as users.
When choosing to display use cases through images and copy, select both carefully. The examples should be relatable—especially since you’ll need to select a few to highlight. Pick the ones that will resonate most with your audience.
Beyond the relatable images, Square also communicates use cases throughout the copy. The brand knows that small businesses are often rapidly evolving, so it uses phrases like “save time” and “reach your diners anywhere.” This language conveys that Square’s products are flexible and scalable.
4. Buffer: Treat the home page like a funnel
When it comes to engagement, companies need to think about creating content, publishing, and analytics, all while being engaging and authentic. Buffer brings all of these tools into a single platform.
But Buffer also knows that potential customers can only absorb so much at one time—and therefore treats their home page like a funnel. Users are educated as they scroll down the page.
The top of the page explains what Buffer offers in the awareness part of a sales funnel—with their two primary offerings right below. Below that is a testimonial for those needing more convincing. There are also product feature graphics to spark interest and a detailed breakdown of what they offer to help with the decision. The homepage offers further proof of their ability to help businesses by stating that more than 75,000 companies trust Buffer. The entire page is skimmable with visuals and headers, so even top-of-funnel visitors are engaged.
The thought of switching to a new tool might give some businesses cold feet—even if the product solves current pain points. Buffer tries to ease these fears by providing more education around their product as users scroll down.
Address your audience’s pain points at the top of the page with clear-cut language. Then use the rest of your page to guide those who need more convincing and those who are eager to learn more. Provide a call-to-action at the bottom (and also throughout the page for those who reach that point sooner!).
5. Mailchimp: Re-evaluate your product messaging
Mailchimp has long been synonymous with email for many people. Remember when Mailchimp used to only offer email services, and the homepage looked like this? What a dedicated little chimp.
Over the years, Mailchimp has expanded to include websites, online stores, and appointment scheduling. Naturally, Mailchimp had to shift their product messaging from a focus on email simplicity to a focus on an all-in-one solution.
Just like you'd optimize any piece of content, optimize your messaging and pages to reflect your audience and service shifts. To do this, re-evaluate your product messaging when you have changes in your product, target audience, or competitive landscape. If your messaging is misaligned, you risk potential customers giving your product a try and then thinking, Well, that wasn't what I was expecting.
A complete overhaul often isn’t necessary. Stay true to your brand’s core values while making small adjustments to your copy and images to reflect where your product stands today.
Your next steps: A product messaging template
Ready to get started on crafting your own product messaging now that you’ve seen these examples? Great! Use this template to guide your product messaging. Every once in a while, fill out the prompt again. If your responses have changed, it’s time to look at changes to your product messaging across the board.