Messaging will be how the majority of your audience first interacts with your new product.
Far too often, we find messaging that isn’t resonating … simply put the audience isn’t biting.
The real question: why isn’t your messaging working?
Let’s use fishing as a metaphor to discuss the four biggest issues with launch messaging.
- Wrong bait
Fishermen need many types of bait because there are many types of fish.
You often need to position your product appropriately for different audiences.
No specialty we’ve worked with is homogenous, and neither are their needs. - Too much bait
Sometimes called kitchen sink messaging, every feature, spec, and benefit is in the messaging.
This over-stuffing often comes as a fear of missing part of the market.
In reality, the audience can’t see what you’re offering or the value you create for them. - All hook, no bait
Too many launches start just focused on the product and features, leading to little interest.
Does your messaging connect with a pressing problem the audience sees the need to fix?
If not, your messaging and your product become too easy to ignore. - Not testing different baits
Even fisherman who’ve been fishing the same spot for years experiment with bait.
What was relevant for HCPs even 6 months ago can change, you must be relevant.
Test early, test often, and test for persuasion, not just interest.
Messaging is critical for every launch, but not every launch is at risk because of its messaging.
If you’re worried about an upcoming launch, watch our 12-minute webinar on product launches in jeopardy.
