Intercom on Marketing

Every step of the way is an opportunity to help people feel good about the decision they are making and each requires a different set of specialized skills.

Great messaging is simple, compelling, specific, differentiated and defensible.
Simple. It’s easily understood by current and prospective customers.
Compelling. It describes something that is interesting or desirable to them.
Specific. It captures what your product does, not an overly abstract statement of it.
Differentiated. It includes something that makes it unique among peers.
Defensible. It shouldn’t be easy for your competitor to adopt/copy your messaging.

Create your story in isolation of product, and customers who might be interested initially will be ultimately disappointed. Get your marketing and product teams in sync, and you’ll have created an advantage that nobody else can copy.