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Talk I gave at SF PR
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Ensuring Message- Market
Fit Dan Olsen
Olsen Solutions
SF PR Summit July 31, 2013
Dan Olsen Olsen Solutions July 31, 2013 SF PR Summit
How to Achieve Messaging-Market Fit
Copyright © 2013 Olsen Solu7ons
My Background n Technical background n MBA, Stanford n Led Quicken Product Management at Intuit n Led Product Management at Friendster n CEO & cofounder of YourVersion, “Pandora for your news”
n Consultant: Box, YouSendIt, Epocrates, OneMedical
Will post slides to hQp://slideshare.net/dan_o
What is Messaging-‐Market Fit? n Lean Startup: Product-‐Market fit
n Making sure that customers like your product
n What about messaging? n Right features but wrong message? n Messaging-‐Market fit
n Making sure that how you message your product resonates with customers
Copyright © 2013 Olsen Solu7ons
Key Elements of Customer Experience
Func7onality
UI Design Messaging
Copyright © 2013 Olsen Solu7ons
What Do Prospec7ve Customers See First?
Copyright © 2013 Olsen Solu7ons
• Messaging
• Design • Features? (not yet)
At Amazon, the first thing they do is write the press release
Market Benefits, Not Features
n Most companies focus on features n Lots of reasons why
n “People don’t want a quarter-‐inch drill. They want a quarter-‐inch hole.”
n Feature-‐speak = non-‐benefits speak n 3rd Genera7on Intel Core i5 Processor n Netgear N300 Wireless Router n Infini7 JX35 (now Infini7 QX60) n Acer C710-‐2055
Copyright © 2013 Olsen Solu7ons
Copyright © 2013 Olsen Solu7ons
Really???
“With a 5-‐megapixel camera with flash, con7nuous auto-‐focus and image stabiliza7on, plus 11 photo modes and video recording, it's easy to capture those spontaneous moments.”
“Take beau7ful, detailed photos with the new 5-‐megapixel camera with built-‐in LED flash. The advanced backside illumina7on sensor captures great pictures even in low light. And the new front-‐facing camera makes it easy to take self-‐portraits.”
Blackberry Torch 9800
iPhone 4
Copyright © 2013 Olsen Solu7ons
Customer Needs & Benefits
Copyright © 2013 Olsen Solu7ons
n Russians: pencil
n NASA: space pen ($1 M R&D cost)
Example: n Ability to write in space (zero gravity)
Problem Space vs. Solu7on Space n Problem Space
n A customer problem, need, or benefit that the product should address
n Solu7on Space n A specific product implementa7on intended to address that benefit
Copyright © 2013 Olsen Solu7ons
Problem Space vs. Solu7on Space: Product Level
Problem Space (user benefit)
Solu7on Space (product)
TurboTax
TaxCut
Pen and paper
Prepare my taxes
File my taxes
Check my taxes
Maximize deductions
Reduce audit risk
Copyright © 2013 Olsen Solu7ons
Customer Benefits “Ladders”
Higher-‐level benefit
(more abstract)
Quicken lets me see all my financial accounts in one place
…which lets me easily see how much money I have
…which is faster than if I had to track down all those balances
…which means needing less 7me to manage my finances
Lower-‐level benefit
(more specific)
Copyright © 2013 Olsen Solu7ons
“Save Time”
Kano Model: User Needs & Sa7sfac7on User Sa7sfac7on
User Dissa7sfac7on
Performance (more is beQer)
Delighter (wow)
Need not met
Need fully met
Must Have
Needs & features migrate over 7me
Copyright © 2013 Olsen Solu7ons
Target Customer is Cri7cal Variable for Message-‐Market Fit
Target Customer is Cri7cal Variable for Message-‐Market Fit
What is Your Product Value Proposi7on?
n Which user benefits are you providing? n How are you beQer than compe7tors?
Copyright © 2013 Olsen Solu7ons
Compe&tor A Compe&tor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Performance Benefit 2 Low High Low
Performance Benefit 3 Med Med High
Delighter Benefit 1 Y -‐ -‐
Delighter Benefit 2 -‐ -‐ Y
Posi7oning n Posi7oning is how you communicate to customers: n What your product/service is n How it’s beQer than others
n Specifies n What category your product is in n Your target market n The core benefit/value your product provides n Why it’s beQer than compe7ng products (unique differen7ator)
Copyright © 2013 Olsen Solu7ons
Posi7oning Template
n <Product name> is a <Product category> for <Target market> that <Core benefit> by <Unique differen:ator>.
n Google is a search engine for everyone who uses the internet that helps people quickly find relevant informa7on by having the best algorithms that deliver the fastest and most relevant results.
Copyright © 2013 Olsen Solu7ons
Messaging n Posi7oning is important but is not meant for use in customer marke7ng “as is”
n Messaging: the specific words you use to convey your posi7oning
n Brainstorm messaging ideas from customer benefits n Divergent, itera7ve thinking: “Agile for Messaging” n Write copy. Need different length messages:
n Tagline n Sentence n Paragraph n Page
Copyright © 2013 Olsen Solu7ons
Principles of Good Messaging
n Good messages are: n Easy to understand n Focused: 1 or 2 concepts max n Short (less is more) n Clearly convey benefits to customer n Sound differen7ated n Ownable (by you)
Copyright © 2013 Olsen Solu7ons
Deconstruc7ng the Message
Copyright © 2013 Olsen Solu7ons
1,000 songs in your pocket
• large # of songs • all of your songs
• portable • small, light • can listen anywhere
Storage capacity
5 Gigabytes
Size
4” x 2.4” x 0.78”
What Didn’t Apple Message?
n Easy to Use: Click wheel & screen n Auto-‐Sync n Firewire: 30 7mes faster than USB n BaQery life: 10 hours of listening n Headphones “With iPod, Apple has invented a whole new category of digital music player that lets you put your en7re music collec7on in your pocket and listen to it wherever you go,” said Steve Jobs, Apple’s CEO. “With iPod, listening to music will never be the same again.”
Copyright © 2013 Olsen Solu7ons
Other Good Messaging Examples n Fly the friendly skies n Zoom zoom n Finger lickin’ good n The happiest place on earth n Let your fingers do the walking n Eat fresh n Have it your way n Keeps going and going and going
Copyright © 2013 Olsen Solu7ons
Valida7ng Your Messaging With Customers
(see my slides on “Ramen User Tes7ng”)
Copyright © 2013 Olsen Solu7ons
Itera7ng Your Messaging Through Qualita7ve Customer Feedback Problem Space
(your mental model) Solu7on Space
(what users can react to)
Customer Feedback
Mockups
Copyright © 2013 Olsen Solu7ons
Quan7ta7ve Tes7ng n Comparing conversion rates of different messages on n AdWords ads (4-‐Hour Workweek) n Landing pages (Newlix, Smoke test) n Emails
n A/B tes7ng (aka split tes7ng). Tools: n Op7mizely n Unbounce n Visual Website Op7mizer n Google Website Op7mizer
Copyright © 2013 Olsen Solu7ons
Copyright © 2013 Olsen Solu7ons
Automated Mul7variate Tes7ng: Google Website Op7mizer
Messaging-‐Market Fit Summary
n Avoid feature-‐speak n Clarify your target market n Understand which benefits your customers care about & apply Kano Model
n Define your value proposi7on & posi7oning n Brainstorm ideas messaging & write copy n Test messaging with customers n Learn, iterate and improve
Copyright © 2013 Olsen Solu7ons
Ensuring Message- Market
Fit Dan Olsen
Olsen Solutions
SF PR Summit July 31, 2013
hQp://olsensolu7ons.com hQp://slideshare.net/dan_o @danolsen
Questions?