Just Launched! — New Product Messaging and Positioning Builder
October 31, 2018

Just Launched! — New Product Messaging and Positioning Builder

by Jessica Groff

Peanut butter and jelly. Bert and Ernie. Some things are better as a pair. The same is true of product management and product marketing. Because as wonderful as your product may be, you still need a beautifully crafted message to highlight the problem it solves and the value it delivers.

You can now define and share your product message in Aha! using our new positioning builder.

You could already include your vision and business plans in Aha! using our strategy templates. Now you can also capture your positioning — so you can explain your product’s value and ensure that the broader team consistently describes your product and why it is useful.

Positioning should be part of your overall business strategy. It provides clarity about where your product fits in the market, the problem it solves, and what makes it unique. Ultimately, this helps customers understand why your product is the best option to meet their needs before they even start using it.

This new template draws on our extensive experience building and launching successful products and companies. It includes everything you need to position your product for success, including:

  • Vision

  • Mission

  • Market category

  • Tagline

  • Customer challenges

  • Company and product differentiators

  • Core attributes you want to highlight

Here is how to craft, customize, and share your positioning information with your team:

Distill your message Work with product marketing to fill in each section of the template and review the information with the team to distill it to its essence. You may want to create a few versions to share internally or with trusted advisors for feedback. No problem — add as many as you need.

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Select a component to open the drawer view and edit the details.

Customize the layout Rearrange the layout, edit component names and colors, and add new ones. You can also hide components by selecting the icon in the top-right corner of each block. This action simply removes the selected component from the layout view — you can choose to show the component again anytime you want.

In addition to customizing the default positioning template, you can also create your own templates.

Share with the team Once your positioning is complete, share it broadly with your cross-functional teams. You can export your positioning as an image, PDF, or add it to an Aha! notebook.

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Add your positioning to a notebook presentation in Aha!

Greatness happens when the benefits of the product match how marketing describes it. 

This update allows product management and product marketing teams to work even more closely together. So you can easily describe why customers are going to love the products you build.

Sign up for a free Aha! trial — be happy The positioning and messaging builder is available to all Aha! customers. If you are not already an Aha! customer, you may want to sign up for a free 30-day trial or join a live demo to see why more than 200,000 users trust Aha! to set product strategy, create visual roadmaps, and prioritize releases and features.

Jessica Groff

Jessica Groff

Jessica was a product marketing manager at Aha! — the world’s #1 product development software.

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