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Startup Product Launch Masterclass: Positioning, Messaging, and Pricing Strategies

Product Launch Secrets Big Companies Use (Steal The Formula Now)

Author

Sara Landi Tortoli
November 30, 2023

✨ Hi, I’m Sara, host of the Polyweb podcast. On the show, we explore how we can find meaning in the Technology Era. Join conversations with global tech leaders and entrepreneurs, navigating the intersection of business, life, and technology.

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If you're launching a product without listening to this episode of Polyweb, you're missing out.

Jason Oakley, expert product marketing strategist and author of the Productive PMM newsletter, shares practical tips, step-by-step advice, and templates to help you launch a product that practically sells itself!

Here's a sneak peek of what we cover in depth:

👉 Crafting a product position that stands out in the crowd and slicing through your market segment with precision.

👉 Developing messaging that doesn't just reach your customers but speaks to them, creating a lasting connection.

👉 Strategizing the perfect price point - one that matches your product's value and appeals to your audience.

👉 Laying out a launch strategy that drives organic growth, ensuring your product doesn't just launch but truly takes off.Introducing a new product but unsure how to optimize your go-to-market strategy?

👇 Scroll down for my key takeaways and links to the templates to apply the framework!

Key Takeaways:

Understanding Product Marketing

Far from being just another branch of general marketing, product marketing a strategic function that plays a critical role in the lifecycle of a product. This segment is particularly insightful for startups and established companies alike, providing clarity on how product marketing can shape a product's journey from concept to consumer.

A Launch Starts With Research, Not Rockets

“Most launches fail from lack of specifics,” Jason explains. “They lack clear positioning.” Be uncomfortably specific in honing your positioning, starting with precision segmentation. Laser focus on one niche audience and tailor everything directly to them.
Back up those targeting choices with intensive upfront research - competitive, buyer, and market analysis. Let those insights guide your positioning and messaging.

Distinguishing Between Product Launches and Releases

This distinction is crucial for effective resource allocation and market positioning. Launches are about introducing a new product and driving adoption, while releases focus on updates or improvements to existing products.

Effective Positioning and Segmentation

Positioning your product in the market and targeting the right customer segments are critical for success. Oakley shares insights on how to effectively position your product to stand out and the importance of targeting specific customer segments with tailored marketing efforts.

The Importance of Early Strategy Engagement

Oakley advises that product marketers should be involved early in the product development process. This early engagement ensures that marketing strategies are aligned with product features and market needs, setting the stage for a more successful launch.

Message For Product Launch

With your audience and position set, craft core messaging that converts. “Focus first on what your product is, how it’s used, and its value,” Jason urges. Always lead with the outcomes and benefits.
He shares a simple but killer messaging formula: Capabilities > Benefits > Proof. Explain key abilities, the concrete value they provide users, and social proof or examples that back up those claims.

Strategies for Generating Excitement Around Launches

The episode also covers tactics for generating excitement and anticipation for your product launch. Oakley talks about the 'rolling thunder' approach and other strategies to create a buzz in the market, maintaining momentum beyond the initial launch.

Navigating the Challenges of Pricing Strategy

Concluding the episode, Oakley delves into the complexities of pricing strategy, offering insights into how to balance market expectations with business objectives. This segment is especially useful for startups looking for guidance on setting the right price for their product.

Resources:

👉 CHECK OUT JASON’S CLASS: Ready For Launch - Product Launch Course on Maven

Van Westendorp Pricing Research Template: https://productivepmm.com/resources/van-westerndorp

Positioning and Messaging Development Template: https://shorturl.at/nAEGK

LinkedIn post on the diff between Releases and Launches: https://shorturl.at/kmJO5

LinkedIn Post on where PMM should be involved in the Product Dev Process: https://shorturl.at/azBJV

Time Stamps:

00:00 Introduction

01:09 Overview of product marketing role and responsibilities

04:00 Tips for successful product launches

05:00 Key differences between product releases and launches

12:18 Case study: Ambiguous messaging in Humane's AI Pin launch video

17:37 Crafting effective product positioning and segmentation

26:24 Niching down to a very specific target audience

29:24 Product positioning framework

35:56 Translating position into effective messaging

44:27 Capabilities, benefits and proof when describing product value

46:42 Pre-launch tools like Winter to test messaging

48:23 Tactics to generate hype and momentum for a launch

53:00 Case studies of successful ongoing launch campaigns

54:28 Pricing models and metrics

58:43 Using buyer research to find optimal pricing

01:02:00 Case study: Pricing course using buyer response and conversion data

01:05:05 Validating pricing via beta programs

About Jason Oakley:

Jason is a product marketing coach, consultant, and creator with 10+ years experience building PMM functions from scratch. He's built product marketing teams at companies like Klue, Chili Piper, and Uberflip — each time starting as a founding PMM. Now, he's on a mission to help founding product marketers and early-stage PMM teams scale faster, focus on the right work, and drive real impact within their organization.

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