How a clear brand message can help you launch a new product or service

There’s nothing more exciting than launching a new product in your online store!

Whether it’s a new product you’re bringing in to sell or a new product you’ve created yourself - so exciting! 

So many of my clients tell me how hard it seems to get the message out about their new products. “I can help them but people just aren’t listening!” they say.

Have you ever wondered if there’s an easier way to launch a new product?

“What if the problem wasn’t the product. What if the problem was the way we talked about the product.” 

Donald Miller, Building a StoryBrand

Having a clear message behind your new product or service can make your launch easier.

You can relax knowing that you’ve created something that your customers want. 

You’ve got the message clear and ready to shout out loud about on social media, blogs, press releases, email newsletters, podcasts, videos … It’s almost as if you had a clear communication campaign - based on a clear brand message.

What is a brand message?

When I talk about a ‘brand message’ I’m talking about the over-arching message that is behind your business. But you can also create individual messages behind each of your products and services.

A clear and successful brand message should have 5 essential elements.

  1. It’s focused on your tribe (not you)
  2. It’s clear about who it’s talking to
  3. It highlights the transformation you can bring to your clients
  4. It gives them an action plan
  5. It reminds them of what might happen if they don’t connect with you

So, what do you do with the brand message you’ve created specifically for your new product?

Creating a successful launch communication campaign

A communication campaign is what you create to get this message out there to your customers and clients. And you can get the message out in many ways - 

  • Email
  • Social media posts
  • Social media adverts
  • Blogs
  • Podcasts
  • Videos
  • Press releases

That’s 7 different ways to spread this message that you’ve created. 

Seven spaces where your clients will hear a consistent and clear message. And it’s seeing this clear message repeated over many different platforms that make the message stick.

Add a value-stack to your brand message

Facts don’t sell. Feelings do.

Think of it. 

You’re looking for a new moisturiser. You may have a checklist of what you’re looking for, but the real reason you’re looking is that you want a new moisturiser to achieve something that your old one isn’t. 

And more than likely it’s not hitting the mark with reducing wrinkles or fine lines or giving you glowing bright skin. And how would having less wrinkles and fine lines and brighter more youthful skin make you feel? Confident? Happy? Relaxed? Perky!

Imagine seeing two adverts. One focuses on happy, relaxed and perky. The other gives you a list of 30% reduction in fine lines, 30% reduction in wrinkles, contains blah blah essential oil, doesn’t contain blah blah chemical.

I can guess pretty accurately that most of you will be drawn firstly to the happy, relaxed and perky product.

Once you’ve made that connection, and appealed to the emotion THEN you get given the opportunity to give them the facts. 

How to write a brand message to sell your product

Brainstorm

  • Who is your product for?
  • What problem are they experiencing?
  • What transformation are they looking for?
  • How can this product help them achieve this?

After you’ve created the background brand message for your product, write two lists. 

First, list the emotional value that people get out of this product or service (the transformation or successes). 

Then, list the ‘thing’ value they get (features).

Create a story that focuses on the emotional value of your new product or service first. 

Now build a successful launch for your new product or services

Start with your new product or service brand message.
Create the story of this new product or service. Focus on the emotional value first, then the ‘things’ value (what you actually get).
Repeat this story across all your media and communication channels.
Repeat several times!

Many communication plans run from a couple of weeks (for an engaged tribe) to a number of months (if you’ve got new people coming into your tribe.

Get started building a clear brand message that shouts out loud to your dream clients. 

This article is a guest post by Katrina from Collected Copy.

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