This week I find myself preparing for a new consulting offering launch. Over the next couple months, we will be launching into an innovative space. I have significant product launch experiences, going back to my first launch at J&J in 1997 (Nicotrol Inhaler®).
A key learning over the years is that while many things are critical in a launch, one challenge that continues to surface is the messaging.
Your go-to-market messaging is critical because it will be the first thing your customers hear about your product. Like personal introductions, your first :30 seconds will determine how your product is remembered. Of course, your messaging should always be based on your positioning.
So, having said that, I find solution launches an even greater challenge than a product launch. Unlike a product launch, there are no detailed package inserts or mechanical specifications. A solution, by nature, is custom. Another challenge is that there is no other solution in the market today that fits into the competitive framework. These challenges are both threats and opportunities for our messaging.
So I created a messaging ladder specifically for solutions to capitalize on this opportunity. This is a worthwhile tool in crafting a message for any product, but has a greater application in the services/consulting industry.
5-step Messaging Ladder
[in chronological order]
- Client Need – the apex of all marketing, what is the true (stated or unstated) need?
- Utilize a reference point – if you’re first to market, use well known products/solutions in related categories as references… but quickly focus on your outcomes
- Differentiate (unique) – easier said than done, but why will you deliver on the outcomes you’re promising while no one else can
- Substantiate your claims – move beyond theory, difficult in a launch, but use pilot, projections, or past experience (team, solution set, tools, etc…)
- Why is this urgent now? – The number one barrier in solutions is NO DECISION… your marketing needs to overcome this barrier at launch
I’m finding this a very useful and practical model. And while I’m sure it’s not perfect, it will get you 80% to success…. The rest is up to you… thoughts? Challenges??
Good marketing!
Ramiro Roman
Your 5 step ladder says it all, Ramiro. Any company who follows those steps will be richly rewarded. Thanks for sharing.
Jeff Ogden, the Fearless Competitor
Find New Customers “Lead Generation Made Simple”
http://www.findnewcustomers.com