Using Fletch PMM's value proposition canvas.

There are 2 types of demand messages:

1️⃣ 𝗠𝗲𝘀𝘀𝗮𝗴𝗲𝘀 𝗳𝗼𝗿 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗗𝗲𝗺𝗮𝗻𝗱

99% of your market is not actively shopping for your product.

When messaging to this out-of-market audience...

🤐 Don't talk about your product.

Instead, put a spotlight on the problem your product solves by messaging on these 4 elements.

🟤 Use Case

↳ The activity and scenario when someone might actually use your product.

⚫ Current Way

↳ The current way they are carrying out that activity.

🔴 Limitation of the Current Way

↳ The constraint of carrying out the activity this way.

🟥 Problem

↳ The blocker of progress that occurs from the limitation.

🗺️📍𝙒𝙝𝙚𝙧𝙚 𝙙𝙤 𝙮𝙤𝙪 𝙥𝙪𝙩 𝙙𝙚𝙢𝙖𝙣𝙙 𝙘𝙧𝙚𝙖𝙩𝙞𝙤𝙣 𝙢𝙚𝙨𝙨𝙖𝙜𝙚𝙨?

(Channels)

→ Social Posts

→ Blogs

→ Ads

→ Webinars

→ Podcasts

2️⃣ 𝗠𝗲𝘀𝘀𝗮𝗴𝗲𝘀 𝗳𝗼𝗿 𝗖𝗮𝗽𝘁𝘂𝗿𝗶𝗻𝗴 𝗗𝗲𝗺𝗮𝗻𝗱

Assuming you have a prospect that is aware of the problem your product solves — and they are actively trying to solve it...

Then you need a message to convince them to take a closer look at your product.

👉 Remember, we're just trying to get them to take a closer look — not convince them to buy the product...

❌  So don't overload your capture messages.

Instead, keep them simple and be 𝗩𝗘𝗥𝗬 clear about what the product is and what it does — by messaging on these 4 elements:

🟠 Main Capability

↳ What the main feature let's a user do.

🟢 Main Feature

↳ What powers the main capability.

🔵 1st-Order Benefit

↳ The positive outcome of using the capability + feature.

🟣 Product Category

↳ How your customers describe the product.

• -----

🗺️📍𝙒𝙝𝙚𝙧𝙚 𝙙𝙤 𝙮𝙤𝙪 𝙥𝙪𝙩 𝙙𝙚𝙢𝙖𝙣𝙙 𝙘𝙖𝙥𝙩𝙪𝙧𝙚 𝙢𝙚𝙨𝙨𝙖𝙜𝙚𝙨?

(Channels)

→ Home Page

→ Landing Pages

→ Ads

→ Sales Deck

→ Partner Enablement Materials

__________________________________________________________

The example shown is for Calendly

— and how they might craft each type of demand message.

When you're crafting your marketing messages remember...

📨 Demand 𝗖𝗥𝗘𝗔𝗧𝗜𝗢𝗡 messages talk about the problem.

↳ To bring prospects to your website.

🪤 Demand 𝗖𝗔𝗣𝗧𝗨𝗥𝗘 messages talk about the solution.

↳ To bring prospects into a demo.