Use this worksheet to develop and align your product’s launch messaging and positioning. It helps articulate the core narrative, benefits, differentiation, and feature-level messaging needed to resonate with your target audience.
| Launch Messaging:
| Include the existing messaging you are reinforcing with this launch, along with the core launch message. |
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Use this section to describe the customer context and the story your launch tells.
| Target Audience | Who is the product for? |
|---|---|
| Undeniable shift in customers’ world | What external changes or trends impact your customers? |
| Impact of this shift | How have these changes affected your customers? |
| How the audience should adapt | What actions or mindset shifts are needed? |
| Why adapting is hard | What barriers or challenges do customers face? |
| Product solution | How does your product help customers overcome these challenges? |
| Core Message | This should be a 1-2 sentence message that stems from your narrative/solution |
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| Messaging Pillars | Pillar #1 | Pillar #2 | Pillar #3 |
|---|---|---|---|
| Benefit Description | |||
| Differentiation | |||
| Proof Points |
Use this section to clearly articulate messaging for each key feature included in the launch (assuming there is more than one).
| Feature | What it does (summary of capability) | Why it matters (value delivered) | Who it’s for | Market perspective on feature | | --- | --- | --- | --- | --- | | Feature 1 | | | | | | Feature 2 | | | | | | Feature 3 | | | | |
Include sample copy that has been tested and validated with target users, demonstrating effective ways to communicate key messages.