Product Messaging
Simple copy that paves the path to purchase is where I excel. With deep roots in training, the natural evolution into product messaging was a no-brainer. I’m a pro at taking large amounts of complicated information and distilling it down into quotable chunks.
Don’t know how to bring your launch to life?
Depending on scale, it can take graphic designers, fabricators and video production talent to make it a reality. With AI evolving end-to-end creative capability, the brand strategy and budget can inform your brand advocates in an attention grabbing way. Get the most from your product messaging when leveraged with product to amplify your results.
Have creative visual talent but no architecture?
Simple, straightforward authorship that ladders up to the larger strategy is where most brands like to outsource, you drive the strategy while letting someone else execute. Painting a picture with words can help bring the essence of your brand and products to life. For teams with talented creative to turn copy into compelling finished assets, I’ve build architecture.
Distinguishing your brand to support your product adoption comes in many forms, but here are some of my favorites:
Origin story | Pamphlets | Email copy | Video scripts | Web copy | One-sheets
“Thank you for these…they are EXACTLY what I wanted. I really appreciate it and I’m excited to deploy this knowledge. I can’t wait to see the Crépe tools. Love, love, love the “Pro Tips” at the bottom BTW.”
— Beauty Barrage Vice President Learning & Development
The three biggest mistakes brands make in product messaging:
Talking to themselves.
What may be digestible to you, might not make sense to the customer. Looking into a brand from the outside with one intention… to unapologetically make clear recommendations while deepening brand authority can help.
Copy wall.
In my experience, most people want a short version they can easily grasp and retell. For the knowledge-seeker who wants to be escorted deeper into the brand, I have helped vary the communication methods to tier information in a way that captures the shortest of attention spans.
Overtell & oversell.
I get it- there is much more to a story, and it’s exciting that brands want to sell a customer while it have their attention. But over-serving can stifle the most direct path to purchase…emotion. Leaving a little something for your audience to wonder about is a good thing.
I’ve used product messaging in tandem with…
Case Study: MONAT
While I’ve constructed product messaging for various consumer brands, this case study is for global direct-selling brand, MONAT.
MONAT hired me to architect their newest category of business two months before launch: Skincare. To properly launch this entirely new revenue stream, the assets needed included a defined structure in which all Skincare products could be categorized and sold, copy for the website and product catalog, origin story and how-to videos, plus scripting and presentation coaching for the launch.
While the job was big, the results were bigger. MONAT launched their newest category to their Field in synchronicity with all supporting assets during their biggest conference of the year…
$1.5MM
in sales in the first 2 hours of launch
“Thank you skin care hero for your invaluable contribution to the Healthy Skin Revolution. It has been a huge success! We will definitely stay in touch for the future launches.”
—MONAT Global CEO