How to decide what product category to use in your startup’s messaging

👁️ It’s all about the perspective of your target audience

Take Zapier for example. (See image)

G2

puts them into a few different categories.

All these categories are unique in some way.

🤑 And different personas lead the charge to purchase products in these categories.

So how should Zapier approach category messaging?

🧩 Match the category to the persona their targeting.

↳ For each Go-To-Market campaign.

This means they could end up calling themself a different product across their GTM motions.

💡 This is okay — As long as they don’t mix all the categories together.

If they did mix categories, it would make the message very confusing.

And prospects wouldn’t know where to place them in their minds.

👉 Take note in how the supporting value proposition messaging changes to align with the category — and the type of problems the persona might be shopping to solve.

____

So if you’re a startup working on your product messaging, remember…

🧐 Each persona might think of you as a different product.

🚀 Use their perspective to drive your specific GTM campaigns.

↳ And resonate more in your messaging.