3 Steps to Build an Authentic Message for Your Product Launch

  • Posted on: 16 June 2015
  • By: Leonard Shostak

Creating and bringing a new product to market is much more than simply designing a new product and hitting sales numbers. Products with a deep vision offer meaningful value to their target audience that speaks to customers on a personal level. Thus, building an authentic relationship with customers before the design and launch of a product is a key factor in influencing an authentic message for your product launch. Here are some simple, yet powerful steps in crafting an impactful message for your product launch.

Get to Know Your Target Audience on a Personal Level

When designing a new product, capturing key information about customers’ needs and challenges is important to deliver a final product whose design and functionality address those needs. Going deeper into understanding the customers’ thinking, daily routine and frustrations would help you gain additional insight into why the target audience would be interested in your product. Capture the words, phrases and feelings of customers and reflect them in your product launch message to connect with your audience on a more intimate and authentic level so that the message resonates with them. The best way to do so is to take the time to develop a personal relationship with your audience and get to know your customers on a deeper level.

Identify Your Product's Strengths and How They Serve Your Audience

Knowing the specific strengths of your product and how they serve your customers is key. When the iPhone 6 was launched, it resonated well with male customers as the bigger size of the screen enabled a more enjoyable way of watching sports on the phone, which made the experience more intimate and convenient for this specific demographic. Find out whether it’s your product’s size, design, functionality or another feature that serves the needs of your customers and highlight that specific strength into your product message.

Acknowledge Your Product's Weaknesses

With strengths come weaknesses as well. Acknowledging them instead of avoiding them would add more trust and credibility to your product message. It’s the trust with your customers that will turn them into a loyal audience. Incorporating weaknesses of your product into your message is a great opportunity not only to make the message more authentic and believable but also to connect further with your customers for their feedback, which in turn can help you iterate and improve upon your product.

Connecting with your customers and target audience is one of the key ingredients to a successful product launch and delivery to market. One of the most powerful ways to do so is to be authentic and convey an impactful message that resonates with the customers’ needs, wants and frustrations. Establishing and nurturing a personal connection with your audience while highlighting both the strengths and weaknesses of your product will help you build and maintain a trustworthy relationship with your customers, which will be easily reflected in your product messaging as well.