When creating new product messaging, approach it from a story telling point of view. Just like the stories you like to read or movies you enjoy watching, creating product story telling is the same. There is conflict (the issue or concern the product is addressing), a main character (the product), other characters (complementary products (not always necessary)), and a hero (the consumer). Using this simple framework can help articulate both complex and simple messages to consumers. An example of this framework is as follows. Company X is looking to launch a new Antiperspirant/ Deodorant product called “Keep it Fresh” (main character). Consumers (heroes) concerned their current product does not last all day (conflict) would be interested in obtaining this new product. A message for new “Keep it Fresh” could look like,
“Introducing new Keep it Fresh antiperspirant & deodorant, it addresses wetness and odor concerns keeping you feeling fresh and confident all day.” Available at your favorite store for $4.99. Guaranteed to meet your needs or your money back.
If Keep it Fresh was a line of products designed to address wetness & odor, then the message could be…
“Introducing new Keep it Fresh bundle, a line of Antiperspirant & Deodorant products, Clear Stick, Body Spray and Wipes, designed to address wetness & odor concerns. Using this 1, 2, 3 system will keep you feeling fresh and confident all day.” Available as a system or separately at your favorite store. Guaranteed to meet your needs or your money back.
Stick $4.99 Body Spray $3.99 Wipes $2.99 System $9.99
If you are interested in setting up sessions to better understand story telling for your new products, contact Connecting to the Core today… 🤗