Do you approach crafting overall product messaging differently than feature launch messaging?

Whether we're looking at our high-level product messaging, solution messaging or feature level messaging - we follow a messaging framework that remains consistent. 

• What is it (short desciprtion & long description) 
• How does it work? 
• 3-5 Key benefits 
• Differentiators 
• Target audience 
• Claims & proof points 

You don’t want a new feature to distract from the main hero product so you should think about the specific benefit customers that already use your main hero product are going to get. Of course you need to communicate the value of the feature, will your users or customers be able to do something they couldn't do before? Can they make more money? Is their experience simpler? Think about your feature messaging in the context of your hero product and that will help you figure out the main differences.

I think of feature launch messaging as a subset of overall product messaging. Both should stem from your company mission and brand promise, and take into account customer needs, broader market trends, and competitive differentiation. A feature launch may have a smaller target audience though, solve a certain customer pain point, or serve a specific use case. So you would typically hone in on a more specific value prop for a feature launch.