Product Communication 101: How to Ensure Potential Customers Understand What You’re Selling

If you ask an experienced marketer, they likely remember the day they lost a significant client because they couldn’t communicate clearly about their product. Many spend months perfecting their offer, only to stumble when it’s time to communicate its value.

For some, this is a turning point. It’s when they realize that no matter how good a product is, it won’t sell itself. Success hinges on how well we communicate its value to those who need it.

Over time, we’ve learned that clear product communication blends art and science. It paints a picture that illustrates how a product fits into customers’ lives. And once you master this, you’ll wonder how you ever marketed without it.

Below, we’ll explore how to fine-tune your product messaging so it resonates with your audience. By the end, you’ll know exactly how to craft communication that makes people say, “I need this.”

Visually Compare Your Product’s Main Selling Points to Competitors’

One of the most effective ways to communicate your product’s value is by visually comparing it to competitors.

When potential customers are faced with several similar options, a side-by-side comparison can quickly highlight why your product is the better choice. It removes the guesswork and lets people see, at a glance, the features and benefits that set you apart.

But for this strategy to work, it needs to be done right. Here are our recommendations:

1. Start by identifying your product’s strongest selling points. These could be anything from price, functionality, customer support, or unique features that competitors don’t offer.

2. Once you have your key differentiators, create a simple, easy-to-read comparison chart showing how your product outperforms competitors.

3. It’s crucial to avoid overwhelming your audience with too many details. Focus on a handful of important factors that matter most to your customers.

4. Ensure the comparison is honest and based on facts – stretching the truth here can backfire.

5. Visuals like icons or checkmarks should also be used to make the comparison more digestible. A well-designed chart can significantly improve customer understanding and lead to faster buying decisions.

A great real-world example of this strategy is Eden Emerald Mortgages, a leading Australian mortgage broker firm.

Their homepage uses a comparison table that clearly outlines their features and benefits alongside competitors, including banks and other brokers.

Source: eemortgagebroker.com.au

This visual format lets potential customers immediately see how Eden Emerald stands out, offering advantages like more loan options, no hidden fees, and superior customer service.

This tactic allows Eden Emerald Mortgages to simplify decision-making for customers, ultimately driving more conversions by focusing on what matters most to their target audience.

Give Product-Adjacent Material Away For Free

Giving stuff away for free is a tactic that’s as old as commerce but works wonders. Think of this as having a product demo, but instead of showing off your product, you’re letting prospects experience its value firsthand.

Research discovered that 69% of consumers are likelier to try a brand that rewards them with free materials or perks. When done right, this approach builds trust and demonstrates your expertise, which can be vital in moving people down the sales funnel.

To make this strategy effective:

1. Start by deciding what you can offer that is closely related to your product. This could be free tools, resources, guides, or even mini-versions of your paid offers.

2. Whatever you choose, make sure it genuinely adds value for your audience.

3. The goal is to give people a taste of your expertise while solving a small problem so they’ll come back when they’re ready for the full solution.

4. However, don’t overwhelm your prospects with too much at once.

5. Make sure the free material is easy to access and understand. It should be a stepping stone, guiding them towards your main product rather than feeling like an end in itself.

Classical Guitar Shed, a website offering courses for learning classical guitar, swears by this tactic.

They’ve dedicated an entire page to free resources, offering guitar tips, downloadable sheet music, tutorials, full courses, and educational ebooks. These resources allow potential customers to engage with the brand without any commitment.

Source: classicalguitarshed.com

This way, Classical Guitar Shed builds trust and showcases their expertise, making prospects more likely to sign up for paid courses when they’re ready to deepen their skills.

This approach turns free content into a funnel that naturally guides customers toward a conversion.

Enable Product Exploration with Interactive Features

Allowing potential customers to explore your product through interactive features can significantly improve their experience.

When people can engage with your product differently, they feel more in control and can better understand what you offer. Forcing them into a single interaction path, like scrolling through a static page, often leads to disengagement.

On the other hand, offering various interactive tools encourages exploration and increases the chances that users will find the exact value your product provides.

To implement this product communication method:

1. Start by considering what aspects of your product are most important for users to understand.

2. Then, design interactive features like custom configurators, virtual tours, or comparison tools that allow visitors to explore those details on their own terms.

3. Make sure these features are user-friendly and intuitive. You don’t want users to get frustrated navigating the interface.

4. The key is to create multiple ways for people to engage with your product, each offering a unique perspective on its value.

A great example of this approach is Academic Influence, a platform that ranks schools and degree programs.

Their homepage provides tools for prospective students to explore and compare universities based on their personal preferences. Users can dive into rankings, explore degree and career insights, and tailor their search to find schools that meet their specific needs – all through interactive UI controls.

Source: academicinfluence.com

Academic Influence gives users four unique ways to access their core information, each designed to meet different needs. By offering multiple pathways into their product’s core value, they help users make informed decisions.

This kind of interactive exploration turns a visitor’s curiosity into a deeper understanding of the product, increasing engagement and trust.

Simplify Product-Related Processes with Graphics

Explaining how your product works can be challenging, especially if the process is complex or unfamiliar to your audience. That’s where using graphics comes in.

Visual aids help break down complicated steps into digestible, easy-to-understand information. When people can see the steps laid out visually, they’re more likely to feel confident and less overwhelmed, leading to higher conversions.

Graphics are particularly effective because they quickly communicate essential information without forcing users to read through dense text.

To execute this tactic well:

1. Focus on simplicity. Define the key stages of your product or service process and distill these into clear, manageable steps.

2. Design a graphic visually representing each phase using icons, arrows, or simple illustrations.

3. Avoid overcrowding the graphic with too much text. Keep descriptions brief but informative.

4. The goal is to create a visual flow that customers can easily follow at a glance. Ensure the design aligns with your brand’s style and feels cohesive and professional.

A strong example of this method is EXT Cabinets, a company specializing in custom outdoor kitchens and cabinets.

Their homepage uses a graphic to explain their custom design process, which unfolds over four main phases. Since their product requires more customization than a typical off-the-shelf item, this visual explanation is essential for helping customers understand what to expect.

Source: extcabinets.com

The graphic simplifies what could be an overwhelming process and reassures customers by showing each step clearly.

Similarly, Xe, an international money transfer service, uses graphics to explain its simple, three-step transfer process.

On their homepage, they feature three icons with short explanations that guide users from start to finish, making what could be a tiresome process feel approachable.

Source: xe.com

By visually laying out the steps, Xe helps customers see that transferring money internationally can be quick and painless.

These examples show how graphics can work for different products and processes, offering clarity and reducing friction for potential customers. This tactic helps them turn complex or unfamiliar actions into straightforward, confident decisions.

Create Content Aimed at Each of Your User Segments

Your product may appeal to different user types, each with unique needs. Ignoring these differences can result in one-size-fits-all messaging that falls flat.

That’s why you need to craft content that speaks directly to each user segment. This will allow you to address their specific concerns and make your product feel more relevant and valuable to them.

This approach improves engagement and increases the likelihood of conversions, as each user feels understood.

To craft targeted content:

1. First, recognize your key user segments. Ask yourself: “What are their primary goals, pain points, and motivations”?

2. Once you’ve outlined these, create separate content or messaging that targets each group. This could include tailored landing pages, personalized email campaigns, or even product descriptions that highlight different benefits for different users.

3. Be careful not to just swap out a few words. Take the time to truly understand each segment’s perspective and craft messaging that resonates with them.

4. Ensure the content for each user segment is easy to navigate. You don’t want one user type stumbling into irrelevant content, which can cause confusion.

5. Use clear, distinct pathways that guide users to the information that best suits their needs.

CapitalPad, a platform that connects investors with investment opportunities, is a master at this.

They’ve crafted their content to specifically address the needs of two main user types: Investors and Searchers. Throughout their site, they offer tailored messaging for each group: Investors get information about deal opportunities and ROI, while Searchers are encouraged through trust signals.

Source: capitalpad.com

This way, both groups feel catered to, which allows CapitalPad to drive higher engagement and successful connections.

This tactic personalizes the customer experience, making each user feel valued and understood.

Allow Existing Customers to Describe Your Product

Letting your existing customers showcase your product is one of the most powerful ways to build trust and credibility. Case studies, in particular, are highly effective – over 60% of marketers say they generate quality leads.

Real-life examples of how your product has helped others show potential customers not only what it can do but also how it can deliver concrete results.

This strategy allows your audience to see themselves in the success stories, creating a stronger connection to your brand.

To do this right:

1. Focus on showcasing specific outcomes. Choose customer stories that highlight how your product solved a real problem or delivered significant benefits.

2. Be detailed about the process. Explain what the challenges were, which features of your product were used, and how the customer achieved their goals.

3. Include direct quotes from the customer to add authenticity and give your audience a genuine sense of their experience.

4. Finally, keep the story easy to follow with clear data and results that make the impact undeniable.

Hotjar, a platform offering analytics tools for customer behavior, follows all of these principles. They have developed numerous case studies that show how their customers used their tools to drive impressive outcomes.

For instance, one case study details how a client increased revenue by 220% using specific Hotjar features. The study clearly explains which tools were used and includes quotes from the client, praising Hotjar for its ease of use and reliability.

Source: hotjar.com

Highlighting real success stories can help you effectively demonstrate the value of your offer. In turn, potential customers would have an easier time to envision similar success.

This tactic builds trust and helps turn prospects into leads by showing the product in action, directly solving user pain points.

Answer Product-Specific Questions on Your Social Media

Meeting your customers where they are and giving them the info they crave is an excellent way to engage them and build trust. Social media is where people often seek quick, reliable information, and by addressing their queries, you clear up any doubts while showcasing your product’s value.

This strategy helps create a more interactive relationship with your audience, showing that you’re approachable and ready to help. These are traits that can significantly improve brand loyalty and drive conversions.

To nail this strategy:

1. Ensure that you’re consistently monitoring your social channels for questions.

2. Respond promptly and be thorough in your explanations, even if the question seems simple.

3. Take the opportunity to highlight your product’s key features or benefits without sounding too salesy.

4. It’s important to strike the right balance between providing helpful information and subtly reinforcing your product’s strengths.

5. Remember that your responses are visible to everyone, so crafting thoughtful, professional replies is crucial.

A standout example here is Chewy, a company that provides pet products and services.

On their social media platforms, Chewy actively responds to questions from customers and prospects. Whether someone asks about a specific product or needs advice on pet care, Chewy replies quickly, offering detailed and helpful responses.

This approach allows them to dive into their product’s features and benefits while building trust with their community.

Source: instagram.com

Chewy’s strategy helps individual customers while serving as a resource for others scrolling through the comments, further enhancing their brand’s reputation.

Addressing questions directly on social media helps foster a more personal connection with your audience and clarifies how your products meet customer needs.

Final Thoughts

In a world where we’re bombarded with messages, clear communication isn’t just nice to have – it’s essential. It’s the difference between being noise and being a signal.

As you refine your approach, keep in mind that the clearer your communication, the stronger the connection with your customers.

So, take the time to explore these tactics, and you’ll see your product speak for itself – loud and clear. Now, it’s time to put them into action and start shaping the conversations that drive results.