How to craft PLG messages

🧬 By sequencing the right message at the right time

Using Calendly as an example

↳ (targeting a Sales persona)

There are 6 types of messages to consider:

🔴 Awareness Messages

Message Strategy → Lead w/ the problem & use case

These prospects don’t know about your product yet.

The goal here is to qualify that they have the problem you solve, and to earn time for them to consider your product.

You can’t just jump right into explaining your product until you have landed this message.

🟠 Acquisition Messages

Message Strategy → Lead w/ capabilities

You’ve earned some time to deliver a product intro message.

The goal here is to convince them to give your free product a try.

Don’t overwhelm your audience here. Highlight your most compelling capability that aligns to the problem.

🟢 Activation Messages

Message Strategy → Lead w/ Feature guidance

Congrats! You’ve earned a signup, but this is where the real work begins to get them to value.

The idea here is to be a guide for your new user — But be careful of introducing too many features here.

You should focus on a single workflow that addresses the use case. There will be time later to introduce more stuff.

🔵 Habit Messages

Message Strategy → Lead w/ Benefits

Your user has reached their first “Aha moment”.

The goal here is to get them to continue to realize the value REPEATEDLY.

Show them how impactful their repeated use is for them.

Metrics to back up these benefits can be powerful.

🟡 Expansion Messages

Message Strategy → Lead w/ Adjacent Capabilities

At this point, your user is a retained free users.

The goal at this point is to start expanding their use towards premium features & capabilities.

To do this, it’s best to connect supporting situations and use cases to the habits they have already developed.

🟣 Monetization Messages

Message Strategy → Lead w/ Scaled Capabilities

The whole premise of PLG is to deliver value first, so when it comes time to ask for $ in exchange for further scaling the value… it should be an easy ask.

But be careful of putting this message in front of users that haven’t quite reached multiple “ahas” or formed habits.

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Remember, good PLG messaging is about meeting the customer where they are with a focus on…

🔥 Maximizing THEIR value (not your revenue)