Product marketing
Illustrative sample · Fictional product
Product messaging brief
An exercise in explaining a product clearly, supporting each promise, and planning how to test the message.
Audience framing · Positioning · Message hierarchy · Claim discipline · Creative testing
A fictional product exercise prepared for this portfolio. For the exercise only, the stand folds flat, has two fixed height settings, and supports laptops up to 15 inches. These are not claims about a Romin product.
Terms explained
- Positioning
- Explaining who a product is for, what problem it helps with, and why someone might choose it.
- Hypothesis
- An idea to investigate, rather than a fact already established.
- Call to action
- The next step a message asks someone to take.
Connect the feature to a useful reason to care.
This layout demonstrates the proposed message hierarchy. The product is fictional. Confirm the features and customer need before using this copy for a real product.
Scroll horizontally to compare all columns.
| Supplied feature | Audience hypothesis | Example copy | Proof to confirm before use |
|---|---|---|---|
| Folds flat | The same surface is used for work and other activities | “Set up for work. Fold it away when you’re done.” | Show the folding action and verify stored dimensions |
| Two fixed height settings | Users want a simple choice when arranging their setup | “Choose from two height settings.” | Confirm both positions and show the mechanism |
| Supports laptops up to 15 inches | Compatibility is a pre purchase question | “For laptops up to 15 inches.” | Validate actual model fit and load limits |
Recommendation
Lead with the use case, then support it with a demonstrable feature.
Proposed positioning: a folding laptop stand for people whose workspace needs to clear away. This is a hypothesis to validate with customer research and verified product capabilities.
Draft the message hierarchy
Headline: “Make room for work, and what comes after.” Support: “A folding stand with two height settings for laptops up to 15 inches.” Call to action: “See how it folds.” The copy is conditional on the exercise’s supplied features.
Define what would change the message
If customer feedback prioritizes portability, compatibility, or setup time differently, revise the hierarchy. Avoid unsupported claims about health benefits, productivity gains, durability, or universal fit.
Test one clear idea
Compare a shared space benefit message with a feature led message using the same audience, creative format, and destination. Choose one primary action and plan the analysis before launch.
- Track the intended next action with a consistent denominator.
- Review compatibility questions as qualitative feedback.
- Check that the message accurately describes the product.
- Share the findings with product and creative partners.
Learning note
Takeaway
A product promise needs a specific customer problem and a supported capability. Test the message without adding claims the product cannot support.
Related experience
Romin case study ↗Explore the related project for its context, approach, and outcome.
Files and calculations.
For the full set of sample briefs, CSVs, SQL, verification code, and 14 role briefs, download the collection ↓.