Lesson five, the product reinforcement message. You've been waiting for this and here it is. The product reinforcement message is all about you. Introduce your company and your product here, you've already set the context. Now this is your opportunity to show and tell why your product or service is the best for meeting the solution criteria previously indicated. Describe your solution briefly, and indicate a couple of points of differentiation as it relates to the nearest competitive alternative.

Hint. This needs to be a short message, not a datasheet filled with numbers and jargon. This is where you define your product, what you deliver and how you deliver it. Let's look at a few examples. The engagement message clarified the problem or opportunity your persona cares about the solution criteria message indicated a set of conditions or characteristics the ideal solution must deliver. The product reinforcement message now introduces your company or product.

This is where you show and tell why your product service or solution is the best alternative. The Amazon story began with a bold statement that books cost too much. Then it told us conditions required for a more affordable book buying experience. Amazon's product reinforcement message continues. Our customers like buying books online@amazon.com we have all your favorite books, you can browse through our stock of books online. In addition to books, we have audio books, and a complete library of CDs and DVDs.

As you can see, Amazon is now describing a new way to purchase books. Remember, this was Amazon's initial messaging used in the late 1990s. We take it for granted now. But back then no one had any idea what an online purchasing experience might look like. You'll remember that fly right is a cure for jetlag being message was air travel is exhausting and takes a toll on your productivity. The solution criteria message followed frequent flyer business executives like you need to arrive at your destination feeling your best.

And now the product reinforcement message continues the dialogue. Fly right helps you hit the ground running fly right ensures good energy upon landing. With complete immune system support. We have an all natural blend of 12 organic herbs that safe and effective and fly right has no side effects like the crash that comes after caffeinated drinks or the dole haze following a sleeping pill. Our contact center tech company tells the story of how online retailers may be missing sales opportunities. Because of proprietary concerns, I've stripped out their name.

However, their product reinforcement messages summarized here are brand name web based interactive solutions lets you engage visitors in active conversation. We help you optimize cross sell opportunities. We turn your passive website into an active interface where you help visitors find the products and services they want. We integrate with your back end systems. Our e services solution maps to your website and integrates with your CRM solution, giving you complete information on the customer's experience in real time, we let you control the interaction, you set the triggers for real time engagement and lead scoring. And finally, our social media monitoring company example.

Remember their engagement messages that listening to and comprehending customer feedback takes too much time. Then they told us you need a way to quickly sort through the feedback and offered some criteria. Now in their product reinforcement message they tell us we help you make sense of feedback so you can drive strategic decisions and take intelligent action. We provide the first on demand customer feedback solution that collects categorizes, analyzes, and reports real time customer insights to business users. We collect data from web forms, emails, surveys, SMS and social media and connect to CRM and your other web applications in order to detect emerging issues and provide early warning alerts are advanced business rules allow you to automatically engage customers to upsell and cross sell relevant products and services based on their feedback and input. here they've introduced their service and offer a few details on what differentiates them.

When forming your product reinforcement message, here are a few tips. summarize what you do show and tell how you do it. Sometimes when your product is a commodity, your differentiation is found in your service or how you deliver your product and how you engage your customers. Do not cut and paste your data sheet here. That's overwhelming and frankly boring. It's too much information for the purpose of the message box.

Instead, focus on three specific elements associated with your product or service that differentiate you from your competitors. highlight that in this message, as you did with your solution criteria message, refer again to your positioning statement, and the differentiators you noted. You'll want to be sure to include these in your product reinforcement message as well.