The specific words you use to express your positioning to a specific audience.
Example
'Build next week's rota in ten minutes.'
Important
Good messaging uses the customer's words from your interviews, not the words you invented internally.
Related terms
Positioning — The place your product occupies in a customer's mind relative to the alternatives they are already considering.
Value proposition — The concrete benefit a specific customer gets, and why it is better than their alternative.
ICP (Ideal Customer Profile) — A precise description of the customer who gets the most value from your product and is easiest to reach, sell and keep.
Lessons that explain it
Positioning and messaging — Positioning is the place you occupy against the alternatives. Messaging is the words. Most startups get the second one wrong because they skipped the first. (12 min)