How to craft your message.

1. Product Positioning
How to craft your message

2. The 3 questions
• What’s your product? (elevator pitch)
• What are your key features?
• What are your key differentiators
Iterate until you get it right

3. 1. Elevator pitch
Describe your product in a nutshell
1-2 sentences
140 characters or less (a tweet)
This is the essence of your message

4. 2. Key Features
What’s cool about your product?
3-5 bullet points, 1-2 words each
For each bullet point:
• One or two sentences
• 140 characters or less (a tweet)

5. 3. Key Differentiators
What’s unique about your product?
3-5 bullet points, 1-2 words each
For each bullet point:
• One or two sentences
• 140 characters or less (a tweet)

6. Why do this?
Helps you get to the core of your message
Becomes your marketing and PR foundation
Can be used:
• To pitch the media (short)
• For social media

7. Why do this?
Can be adapted / expanded:
• For HW and SW products, B2C and B2B
• For crowdfunding
• To different markets / regions / cultures
• To pitch VCs

8. Example 1

9. Example 1

10. Example 2

11. Example 2

12. Example 2

13. Questions?
Myriam Joire
tnkgrl@gmail.com