Steph Kong

I tend to think newer product marketers might messaging on function, rather than benefit. Meaning: they'll write what you can do using the product or feature— which is often less compelling. In order to message to benefits (how the product/feature or workflow makes the user's life better), I rely on a framework that a former manager taught me: that product benefit should help the customers make money, save money, or save time. If the marketer cannot connect a product/feature to a major benefit, then that means the messaging is only halfway there.