Product marketing launches can often feel like guesswork. It’s difficult to preempt how new audiences will feel about a particular product or service.
That’s why it’s important to take steps early on in your product development process to prevent potential risks of an initiative falling flat. Here’s how to do it.
Step 1: Get Close to Your Audience
Talk to potential customers on the phone. Read the blogs they’re reading. Research their pain points, how they’re learning, and what they care about.
By taking these steps upfront, you’ll not only create a better product; you’ll also create messaging that’s more impactful and refined.
Today’s buyers are research-driven and extremely picky about where they choosing to invest their time and money. That’s why you can’t get away with faking your marketing and messaging. When you genuinely care about and understand your target audience’s needs, they’ll notice. This level of empathy will be the most important component of every product launch.
Step 2: Figure out Your Product’s Unique Strengths
Uncover the reasons why your company chose to build this product. Talk to the founders, CEO, product managers, and anyone else who can provide insight.
These conversations will help you uncover the “why” behind your brand, which you can translate into compelling messaging and content resources. As you do your research and start drafting potential ideas, be specific in uncovering the “what” and “why.”
Prospects will be asking these questions, so you should be armed with an immediate answer.
Step 3: Know Your Weaknesses
Failed relationships and customer churn are warning signs of initiatives gone wrong. That’s why it’s important to target the right customer and make sure you’re delivering on the promises you’re making in your product marketing messaging.
Be honest about what you do well and what you don’t do well. As tempting as it may be to push another sale, you’re ultimately hurting your brand in the long-term.
Know your weaknesses in order to laser-focus on your strengths. These qualities will be your greatest asset in both your messaging and your ability to win new customers.
Step 4: Learn about Your Target Customers on a Personal Level
Content is a mechanism to build relationships at scale. You’re not crafting messaging to drive conversions, sales, or clicks—you’re kickstarting a conversation with another human being.
To that end, it helps to learn about your target audience on a personal level. Uncover their pain points, influencers, aspirations, and ambitions. From there, you can explain the value that your product adds.
You can take the steps above before you have anything built. In doing so, you’ll save time, eliminate risks of mismatched messaging, and uncover learnings that surpass your own experience. A successful product launch starts with deep empathy.