You've launched a new product. How do you convince customers of its value proposition?

Many Product Marketers get hung up on the bells and whistles, positioning, and differentiation of the product they are working on. As great as it may be, we need to remember that customers operate from a position of pain, problems they need solved, and jobs to be done (JTBD). There are emotional, not factual drivers. In fact, a Stanford Insights podcast with Baba Shiv and Matt Abrahams estimated that 90-95% of all decisions are shaped by our emotions. Before we say about anything about our product, we must first show that we understand our customers' problem(s) and are offering something of value. Only then can we hope to show that our product and value proposition is relevant to what they need and worth their time.

Your product should be an aspirin, not a vitamin. That means the customer needs your product NOW. It’s a must-have vs. nice-to-have, discretionary purchase.

This is a wrong question. You DO NOT build a product and then think of how to convince. You first find the VALUE PROP and then build a product. If you are seriously doing former, you should re-evaluate your product development methodology.

Read Guy Kawasaki's "Selling the Dream" 1991. Steve Jobs tasked him with this very mission. What Guy did was miraculous and clearly as you read this on your iPhone or Mac, successful. And be ready to be away from home for two years.

Messaging shouldn't live in a doc on your Drive. It should be on your website, in your sales decks, and across every interaction your customers have with your product. It should be easily repeatable, sound like an actual human, and be short. Go for clarity over everything. At the end of the day, your customer should walk away from your website knowing exactly what you do - and can repeat it to a friend. As your product and the market evolves, you'll need to revisit your messaging as well. This is not a one-and-done exercise but should live and breathe and change along with your product and market conditions. Revisit your messaging every 6 months - at least just to make sure it is still clear and addresses your ICP's core challenges.

We are launching a new and unique safety product in a few weeks. In advance, I spoke to people who will be using it. I adjusted my explanations and wording whenever I noticed that there were misunderstandings. Now we can create the documentation in such a way that the vast majority of people will easily understand how the product works.

One thing that is very important for product marketers to focus on when crafting clear and concise messaging: product positioning. While the value proposition is a way to appeal to prospective buyers, product positioning is where your product fits in compared to the competition. Your messaging is very powerful when you consistently include positioning statements across all of your messaging to reinforce your unique value propositions. The value of your product or solution is much greater when your customers cannot source that value elsewhere.

Tambem é importante adaptar a mensagem de acordo com a plataforma e tipo de anúncio. Algumas plataformas pedem textos menores, enquanto outras permitem mais conteúdo.

Mensagens claras e diretas são fundamentais. Sua proposta de valor deve ser facilmente compreendida de imediato, destacando os benefícios que realmente importam para os clientes. Evite jargões e foque nos resultados—como seu produto vai melhorar a vida ou o trabalho deles? Essa mensagem precisa ser consistente em todos os materiais de marketing, criando uma narrativa coesa que reforça o valor do seu produto.

Almost all products launched or introduced to market are made to advance current offerings and designed to improve the current products performance available in the market. It is therefore very important to clearly demonstrate and showcase the benefits of the new products over the older ones. In most cases these products can be sold at a premium. Show casing and demonstration of benefits will not only help to increase market penetration but will also assist in justifying the exorbitant prices charged for these new products. Demonstrations could be in a form of product samples and trials or even testing or test driving if they are cars.

Demostrar el impacto del beneficio del producto en el cliente, como ejemplo tangible puede ser un ratio de inversión versus el beneficio obtenido en tiempo operacional solucionando un problema o dolor para el cliente. Una vez realizado esto más un caso de negocio con un actor relevante del mercado, permite credibilidad y escalar la solución en modo de prueba a nuevos clientes en el ecosistema del rubro. En tiempos actuales más competitivos, puede generarse un compromiso contractual de que el beneficio es un deber en la relación a largo plazo para trabajar una vez cerrado un contrato.

Well said Peter - additionally it is critical to connect the product attributes and benefits to customer needs and how the attributes are helping address them. This combined with real world examples of use cases will help build a convincing narrative to drive adoption

Offering free trials or a freemium model enables customers to experience the product firsthand. By giving them a chance to explore its features and benefits without commitment, they can assess its fit for their needs. This hands-on experience often leads to higher conversion rates, as users can directly see the product's impact on their operations.

Explain how the product meets customer needs or solves problems that competitors cannot. Highlight key features, provide evidence through illustrations or client endorsements, and emphasize unique selling propositions. Use clear, persuasive content, offer trials or guarantees, and engage customers across multiple channels. Create urgency when necessary and provide excellent customer service to build trust in the product. Support with trials, testimonials, or demos, and foster confidence through risk-free options and multi-channel interactions.

One of the most overlooked areas of social proof is actually just showing your products. We do large scale buyer research on B2B sass, and one of the biggest areas of frustration is products that don’t have some short video actually showing the product right on the website before you have to sign up for anything. Everybody is smart enough at this point to know the testimonials ratings, etc. beaked or they can all be paid for but actually showing a solution is going to get a buyer intrigued and comfortable and if it is shown correctly and talked about correctly on your site, it is going to get them excited about how you are going to be able to make them do their job easier

As the product is new and considering it from a startup. Let’s just assume that it has low brand recall. In that case, use the power of social proof. Add testimonials, reviews, use influencers to rate the product. In the current time, every small business is coming up with these solutions as the customer becomes a brand ambassador for your product and saves a lot of marketing effort by word of mouth.

To nail down your product's value, let your customers be your megaphone. Authentic testimonials, real-life stories, and straight-up honest reviews are your best weapons. Don’t just sprinkle them around, blast them everywhere. Social media, your website, emails; make sure those success stories are front and centre. And don’t just chase any influencer; align with those who genuinely love and use your product. Their authentic shout-outs will cut through the noise. People trust people, so when they see others vouching for you, it shifts them from doubters to believers. Social proof isn’t just a strategy; it’s the backbone of your brand’s trustworthiness.

A prova social é uma ferramenta poderosa para afirmar o valor do seu produto. Avaliações positivas, classificações e conteúdo gerado pelos usuários atuam como endossos de pares, influenciando potenciais clientes mais do que qualquer discurso de marketing. Destaque esses elementos de forma proeminente no seu site e em campanhas de marketing para mostrar que outros já encontraram valor no seu produto.

encourage people to give their testimonial in all social media platform and occasionally give them a rewards as their testimonial

The biggest value proposition for a new product is Thought leadership. Building PoVs on how that product can be imagined to fit in the market and become a part of the value chain is very important. Influencer marketing can help only when the main problem that it solves is acknowledged as a problem by the customers and market. This validation can only flow with correct thought leadership and substantial market research to support it. Once you have generated space for your problem statement by educating the customers, the demand and awareness for your product becomes and outcome more than an input

Lo más importante es hacer la venta superflua, es decir, vender sin parecer que estás vendiendo . Este es el propósito de la educación. Educa a tu cliente y entrégale contenido de valor de manera consistente . Cuando esté listo te va a comprar a ti y no a tu competencia .

When Apple introduced the iPod, consumers were unaware of their need for a device capable of holding 70 000 songs at the time, especially when they were listening to only five a week. Steve Jobs took on the task of educating the public about the iPod, illustrating a critical truth: often, consumers don’t recognize their desires until their existing pain points are brought to light. By addressing these issues—ones they may be too attached to acknowledge—he was able to provide a compelling solution, instilling belief in the product and the brand. In essence, it is essential to educate your audience about your product's value proposition; even with thorough research, it is your responsibility to articulate the benefits you offer to the market.

Educating customer is an arrogant statement, in present situation every individual decision makers are well informed, we need to share the advantage and benefits of our product features. Every sales happens always when there is direct need or hidden need of customer, very rarely someone would buy out of impulse specifically in segments related to personal products at lower price segment. First impressions matters!

Provide them with sufficient and if possible detailed information regarding product features and built community among your customers in order to make them understand their product much better either by sharing experience or knowledge

Convencer os clientes da proposta de valor de uma marca no lançamento de um produto exige uma abordagem estratégica que combine comunicação clara, demonstração de benefícios e criação de uma conexão emocional. Uma das estratégias relevantes nos dias atuais, é a criação de comunidades, onde os clientes possam compartilhar experiências, fazer perguntas e interagir com a marca e outros usuários. Isso fortalece a lealdade e a percepção de valor.

Vender valor é um processo contínuo. O relacionamento construído com os clientes no pós-venda é tão importante quanto a venda em si. É importante oferecer suporte contínuo, atualizações e manter um canal aberto para feedback. Quando o cliente se sente cuidado e valorizado é mais propenso a reconhecer o valor do que comprou e se tornar um defensor da sua marca.

The key part about communicating your users at scale, is to understand at what points in the user journey does a user needs to be nudged, informed, helped and heard. Usually, none of this happens in a single channel. Users may want to be nudged by email or push notifications not via phone calls. Users may want to be informed by blogs on the website or product updates by email not by constantly buzzing notifications. So, it's important to engage users where they are and in the mode they are ready to be communicated.