Quick Tips: Messaging for different audiences

“Our product means so many different things to different audiences. How are we gonna find the right message that works for everyone?”

This is something I hear a lot from founders and marketers.

And it can be daunting. It can seem like a really complex and annoying problem to solve.

The truth is, there is rarely one sentence that’s going to magically capture everything for all these different audiences. So don’t agonize in trying to find one.

Instead, forget the magic and get practical about it.

In the video below I share a couple of approaches you can take when creating messaging for different audiences.

Read the full video transcript here:

A while back I was leading a messaging strategy session with a client and the VP of Marketing said “Emma, our product means so many different things to different people. How the hell are we gonna find the right message that works for everyone?”

And this is something I hear a lot from people and it’s about having different audiences. Your product has different audiences — how do you find a message that works for all of them?

And it can be kind of daunting and it can seem really complex and annoying to try and solve this.

What I always say is, there is no one sentence that’s going to magically capture all these different audiences so don’t waste your time and energy trying to find one. Instead let’s dive deep on each one of those different audiences.

For each one get very clear on the value proposition of the product for each audience. So what’s the number one unique value they can expect out of your product? Do it for each of your different audiences.

Then the next question goes “Well, okay, great I have all these different value messages — what do I lead with? What do I put on my homepage? What’s the first thing that we’re going to talk about?”

So there’s actually two approaches you can take once you get those individual and value propositions out. The first is you can look at all the different value propositions and see if there’s a golden thread, a theme, something that runs through all of those statements.

Often there is something like that and you can pull it out into an overarching statement that really captures and encompasses all of those individual messages.

So you can lead with this high level promise and then your messaging can flow down and dive deeper into specifically how it comes to life for different audiences. That can work really well and set you up for future segments you might add or future verticals.

Another approach that works really well is to look at your different audiences and just lead with the one that you want to put more into.

So for example, maybe you’re a two sided market. You’re a platform with two sides, like a job search app. You’ve got job seekers on one side and you’ve got the employers. Now you would probably want to lean more heavily into the job seekers because they’re the ones coming back to your platform again and again, they’re the ones using it and that proves the value to the employers. So your messaging would want to lead with them and then you would cascade down into the secondary messaging for the employers.

They can find what they need to know.

So if you are faced with different audiences don’t let it freak you out or think that it’s going to be extra complicated because it’s not. It’s the same as having one audience but you just do it a few times for each of your different segments.

Once you get really clear and specific on them, that bigger message, that higher level direction might just come clear, you might see some themes or something come to life that you wouldn’t have come across if you were just starting at the top and trying to come up with some big magic sentence that works for everyone.

So I hope this helps and if you try it for yourself let me know how it goes. I’d love to hear.

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