Go to Market Guide
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What Is Go-To-Market Messaging?

When you launch a new product, you want to ensure that your potential customers know exactly why this product should be important to them. Having your audience understand and connect with your product’s story is key to converting people to paying customers — and it all starts with your go-to-market messaging.

What is go-to-market messaging?

Your product’s go-to-market messaging is how you communicate your product’s value in preparation for it hitting the market. This part of your go-to-market strategy is very important, as it sets the foundation for what your potential customers can expect from your product or service from the outset. 

Effective go-to-market messaging must strike a balance between being informative, clear, and concise while also connecting with your audience on an emotional level. Your go-to-market (GTM) messaging should stay aligned with your product — for example, if you are launching a new board game, your messaging should be fun and lighthearted. On the other hand, if your team is launching a new service to help with budget management, it should be more serious and informative. 

You can begin to form your go-to-market messaging early on in your GTM process by researching how your product resonates with your audience with a live demo or a focus group. Pay attention to the language your attendees use when engaging with your product. Make sure to ask them how they might use the product and how it will make a difference in their daily routines. This can provide the basis for how your go-to-market messaging will sound.

You can also pay attention to how your competitors frame their products and the language they use to promote them. How can you make your product stand out from the crowd?

Once you’ve settled on the phrasing and feeling of your go-to-market messaging, it’s important to ensure that everyone on your team has the right material to convey your message to your audience. Keep your language and messaging consistent across marketing materials and sales briefs, and keep a close eye on audiences’ reactions. If there is a serious issue with your GTM messaging, be sure to rectify it right away — your customers’ opinions matter most in ensuring your product is a success.

Further reading
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What Is Go-To-Market Launch?

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What Is a Go-To-Market Pitch Deck?

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How to Overcome Go-To-Market Challenges

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The Ultimate Guide to Marketing OKRs