CMO · Template · Intermediate · Saves 35+ hours
Product Messaging Guide Template
A template for creating comprehensive product messaging guides that ensure consistency across all touchpoints.
What's included
- Positioning Foundation
- Target audience
- Key problems solved
- Unique differentiation
- Positioning statement
- Messaging Hierarchy
- Primary message
- Supporting messages
- Proof points
- Calls to action
- Audience Variations
- By persona
- By segment
- By use case
- By buying stage
- Channel Applications
- Website
- Sales conversations
- Email marketing
- Advertising
- Social media
Best used when
- New product launches
- Messaging refresh
- New agency onboarding
- Sales enablement
- Content development
Why this is Gold
Messaging guides are often ignored because they're too abstract. This template includes specific applications that make it actionable.
The template
The Template
POSITIONING FOUNDATION
| Element | Content |
|---|---|
| Target audience | |
| Category | |
| Key problem | |
| Unique value | |
| Key differentiator |
Positioning Statement
For [target audience]
Who [problem/need]
[Product] is a [category]
That [key benefit]
Unlike [alternatives]
We [key differentiator]
MESSAGING HIERARCHY
Primary Message
One sentence that captures core value
Supporting Messages
| Message | Proof Points |
|---|---|
| Supporting message 1 | • Proof point A • Proof point B |
| Supporting message 2 | • Proof point A • Proof point B |
| Supporting message 3 | • Proof point A • Proof point B |
AUDIENCE VARIATIONS
By Persona
| Persona | Primary Pain | Key Message | Proof |
|---|---|---|---|
| Executive | |||
| Practitioner | |||
| Technical |
By Buying Stage
| Stage | Focus | Message |
|---|---|---|
| Awareness | Problem | |
| Consideration | Solution | |
| Decision | Proof |
CHANNEL APPLICATIONS
Website
| Page | Headline | Subhead |
|---|---|---|
| Homepage | ||
| Product page |
Sales
| Use | Language |
|---|---|
| Elevator pitch | |
| Discovery questions | |
| Objection handling |
| Type | Subject line approach |
|---|---|
| Outbound | |
| Nurture |
Frequently asked questions
What is the Product Messaging Guide Template?
A template for creating comprehensive product messaging guides that ensure consistency across all touchpoints.
Who is the Product Messaging Guide Template for?
It is built for CMOs and their teams working on Product Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Product Messaging Guide Template take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the Product Messaging Guide Template free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Product Messaging Guide Template?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.