How do you craft a Use Case message?

🧬 By combining 2 important things:

User Scenario + Product Functionality

These set the foundation for a complete use case, which we define as:

”A specific scenario explaining how the product as a whole can be used to solve a user's problem or achieve a goal”

🤦‍♂️ Many startups forget about the User!!

↳ and over-communicate the product functionality.

Here's how to write more complete use cases

↳ With a breakdown of what goes in each component

🎬 User Scenario 🎬

Think of this as the situation in the market where your product's functionality might actually fit.

Your use case messaging hinges on these scenarios being REAL.

If a prospect can't relate to the scenario, your message will fall flat.

There are 2 parts to a User Scenario:

⚫️ Context

What's the situation for the customer?

In other words, what is your customer doing without your product?

→ Are they using a rival product?

→ Are they carrying out some process?

🔴 Problem

What struggles do they encounter in this context?

Ideally, you can pinpoint specific moments or triggers that highlight the struggle.

• When it comes to messaging, the idea is to be specific with these elements to:

→ showcase you understand your customer's needs

→ set a foundation to land your product message

Now that we have defined the 'Market side' of a use case...

Let's talk about the 'Product side':

⚙️ Product Functionality ⚙️

Think of this as the ideal path for a user to get value out of the product.

🟠 Capabilities

The new abilities that are unlocked by using your features.

🟢 Features

The functional aspects of your product that power the delivery of capabilities.

🔵 Benefits

The positive change resulting from applying your capabilities.

When linked together, they articulate the ideal flow of using the product to deliver on the promised value.

____

The example shown is for Intuit Mailchimp(see image).

There are many different scenarios where someone might use their personalization features.

But by highlighting a real user scenario for customer success , it makes the use case more relatable.

So if you're a startup founder or product marketer, remember...

👉 You can't have a use case without the user scenario.

Your strongest use case messages will combine:

🎬 + ⚙️

User Scenario + Product Functionality