Read time: 5 min
New episode on the SDR Game Podcast
Listen to the episode here: YouTube, Spotify, or Apple Podcasts
Listen to the episode here: YouTube, Spotify, or Apple Podcasts.
After talking about building your ICP and your buyer personas matrix.
Today, we're shifting gears to focus on the science of crafting compelling messaging.
But here's the catch: Messaging isn't a one-time gig.
It's a dynamic and an ever-evolving process.
Whether it's the words in your cold emails or the pitch in your cold calls, the essence remains the same.
And yet, I've observed a recurring mistake: Companies are hyper-focused on their product.
"Our product does A."
"Meet our product B."
"Experience product C."
But here's the truth: If your messaging is all about the product and not about the problems it solves and the impact it brings, it's likely falling on deaf ears.
To truly resonate, consider these four strategies:
Customer conversations.
Analyze G2 Reviews.
Dive into case studies.
Build an impact matrix.
Let’s take Asana as an example:
1: Customer conversations
Talk to 20+ customers and ask them:
Why did you buy it?
What problems were you hoping to solve?
What you were afraid of before buying?
Favorite part of the product?
What’s changed the most since you’ve bought?
How do you describe your product to another persona?
Talking to 20+ customers will help you build your outbound messaging.
2: Analyze G2 Reviews
What I love about G2 is:
You can find the problem your product solves and how it benefits the prospect.
You can find the language of your prospects
You can sort reviews by:
Size of companies: an SMB will have different pains than an enterprise company.
Industry
User role: admin, end users, etc
Here’s an example from a review:
And here are some examples of problems that I got from reviews about Asana:
Problems Users Solved with Asana:
Task Management: Asana helps users keep track of everything, from social media to events, and allows them to plan out their week/month/year.
Project Oversight: Asana provides visibility on project deadlines and tasks, ensuring that no deadlines are missed.
Collaboration: Asana facilitates collaboration among team members, allowing them to create, update, and track tasks.
Remote Work: Especially for teams without a physical office space, Asana aids in communication, collaboration, and tracking goals.
Workflow Organization: Asana assists in organizing the company's workflow, enabling constant monitoring of tasks.
Favorite Part of the Product:
Visibility: Users appreciate the ability to see all tasks for one project or all projects at a glance.
Collaboration: The platform's collaborative nature, allows users to assign tasks, track progress, and get updates.
Integration: Asana's ability to integrate with other tools like Google Drive.
Ease of Use: The platform is user-friendly, with a gentle learning curve.
Real-time Task Assignment: Users can assign tasks to teammates in real-time.
What’s Changed Since Using Asana:
Increased Efficiency: Users, like Tracy S., have found that Asana helps them operate more efficiently, allowing them to see all tasks at a glance and collaborate with team members.
Reduced Meetings: Brendan Dan P. mentions that Asana has reduced wasted time in WIP meetings.
Accountability: Asana has provided users with the ability to keep their teams accountable and track progress.
Remote Collaboration: For users like Nathaniel E., Asana has been crucial for remote collaboration and communication.
Workflow Improvement: Stephan C. mentions that Asana has improved the organization of the company's workflow.
3: Dive into case studies
Case studies are a gold mine for creating your outbound messaging.
Let’s take this one from ClassPass using Asana:
Here are:
Problems ClassPass solved with Asana
Their favorite part of the product
What’s changed the most since ClassPass bought Asana
Problems ClassPass solved with Asana:
Lack of Oversight: With numerous campaigns running simultaneously, there was no way to view all incoming requests and work in progress at once, leading to delays and duplicate work.
Inefficient Collaboration Tools: The marketing team relied on a combination of email, chat, and spreadsheets, which resulted in:
No clear source of truth or accountability on due dates.
A constant need for status updates.
Information getting lost in email threads.
Duplicate work requests that could have been consolidated.
Favorite part of the product:
Visibility and Collaboration: Asana's flexibility in handling various workflows and its ability to simplify collaboration, especially in task assignments and stakeholder feedback.
Searchable Platform: It's easy to find documents and completed assets for recurring campaigns.
Creative Requests Management: All creative requests are directed through Asana, making it the central hub for all marketing projects. This includes the use of templates for common tasks and the ability to update status using Asana custom fields.
What’s changed the most since ClassPass bought Asana:
Increased Efficiency: With Asana, ClassPass's marketing team operates 30-40% faster than before, launching almost twice as many ads.
Streamlined Processes: Asana provides a single source of truth for all marketing work, leading to greater visibility, prevention of duplicate work, and more successful campaigns delivered on time.
Reduced Meetings: The use of Asana has cut down on meetings by approximately 25%, with the potential for further reductions as they use custom fields for status updates instead of meetings.
Faster Onboarding: New employees and freelancers can onboard faster, and traveling workers can stay updated on projects via the Asana mobile app. The team no longer uses emails for project management and has reduced the number of meetings.
Creation of a Playbook: Asana helped the marketing team create a playbook for major campaigns, capturing every detail and making the production of subsequent campaigns faster.
4: Build an Impact Matrix
Another way you can use is the Impact Matrix:
Features that deliver the most value from your product
Identify the pain points each feature is setting out to alleviate
The impact of this on their business
A story from a relevant prospect
Here are the main features of Asana that drive value to customers:
Quickly Connect Complex Work Across Teams: Decrease duplicate work and increase cross-team visibility. Add the same task to multiple projects and see it update automatically.
Platform Scalability: Asana grows as your team scales, allowing you to get more work done across teams with unlimited monthly actions, track numerous projects in one place, and report against your entire organization.
Robust Features for Business Growth:
Drive Cross-Team Efficiency: Streamline projects with Timeline, Board, and List views. Gain clarity on bottlenecks and allocate work with Workload.
Automate Processes: Systemize intakes with Workflow Builder and Forms. Reduce manual work with custom Rules like assigning tasks and updating statuses. Automate work with over 200+ integrations.
Real-Time Insights: Monitor progress across teams without manual work. Build personalized visualizations with Custom Fields and Charts. Save time on report creation with a robust Charts template library.
Data Protection: Ensure data security with two-factor authentication, SSO, and SAML 2.0. Support data compliance with features like data export, data deletion, end-to-end encryption, regional backups, and Enterprise Key Management (EKM).
Manage Permissions: Control permissions, privacy settings, security requirements, and more from a centralized admin console. Easily manage access with user and group provisioning and de-provisioning.
Goal Setting and Alignment: Align your organization and inspire ownership with Goals. Track all of your team's projects in a single view with Portfolios and monitor the status of key projects.
Integration Capabilities: Connect Asana to your organization’s tools through their open API and native integrations.
Templates for Quick Start: Asana offers various templates to help teams get started quickly, such as templates for marketing campaigns, IT project plans, and product launches.
Now let’s ask ChatGPT to help us with that for the pain points solved and the business impact:
Here are some customer stories from Asana's website that align with the features we discussed (obviously if you work for Asana you might get more data from your internal calls or documentation):
If your target is a singular industry or team, it’s pretty straightforward. But for those navigating the complexities of multiple industries and teams, this isn't a one-size-fits-all journey.
Each segment demands its unique approach, and repetition is key.
Next week.
We'll dive deep into crafting an outbound sequence tailored for Asana. We’ll talk about A/B tests because we don’t know what’s going to work. It's all about testing, analyzing, and refining our messaging to boost those conversion rates.
Until then, keep iterating.
What other ways do you use to create your messaging?
So, there we go. Thanks for reading.
That's all for this Sunday.
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See you again next Sunday.
Happy prospecting!
Elric
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