Product Messaging
Mango Languages
Context
As the product and marketing lead content writer for a company-wide re-branding effort, I created new product messaging for Mango Languages, a language-learning platform with 70+ languages on web, iOS, and Android.
Challenge
Product capabilities and value of our different product features was not clearly communicated and product feature descriptions did not accurately reflect what they actually did.
Process
I worked with product managers and product marketers to reposition our product features as part of a company-wide re-branding effort.
I also analyzed competitor product positioning to establish clear value differentiation for the Mango product.
Based on the new brand voice and tone guidelines that I created, I wrote new product messaging that clearly and accurately communicated the capabilities and direct value of the different Mango product features.
Solution
Using the personal and relatable language of Mango’s brand, I highlighted the intelligent and personalized nature of the Mango learning system:
Informa Tech
Context
While working for Informa Tech, I rewrote the website product descriptions and redesigned the product offering presentation for the Wards Intelligence brand, part of the automotive tech group of Informa Tech that provided subscriptions to auto tech market research, analysis, and forecasts.
Challenge
Wards Intelligence had recently re-branded/re-positioned business direction from reporting and editorial to forecasts and analysis. Website language needed to reflect their established expertise as thought leaders in the automotive tech industry.
Goal
Create product messaging that is consistent with other ITAG websites and authentically reflects the current branding and product capabilities of Wards Intelligence.
Process
I met with product managers, product marketing, and leadership to effectively distinguish our product offering and provide clear next steps for the potential customer.
Before
❌ Long product intro redundant as product features are listed out in detail below. Product naming “subscription services” is confusing. Language is passive, stiff, and does not speak directly to the user. No actionable next steps listed.
After
✅ Product language now speaks directly to the user and clearly explains the value-add of each product feature.
SUBSCRIPTIONS
Wards Intelligence is the reputable source for global market volumes, movements and outlooks to bring to light the automotive opportunities and challenges of today and tomorrow. Our subscription services provide insight into both new and existing technologies in propulsion, electrification, autonomy, mobility and connectivity for automakers, suppliers and the financial community.
Advanced tech: We keep clients updated on the newest technologies and forward-looking strategies, including ADAS, autonomy, vehicle architecture, connectivity, the lightweighting trend, automotive UX and Industry 4.0.
Data: Our data and tools offer current and historical vehicle production and sales volumes.
Electrification: Our team helps subscribers access research on EV motors, fuel-cell systems, subsystems, batteries and charging.
Markets: Our team overviews market activity volumes across the globe, and shares takeaways from key data trends.
Mobility: We thoroughly cover topics in mobility research.
Propulsion: We offer product plans and strategies for vehicle engines, transmission, propulsion and drivetrains.
Forecasts: We provide subscribers with monthly regional and global forecasts for vehicle production, sales and drivetrain volumes.
SUBSCRIPTIONS
By subscribing to Wards Intelligence, you’ll have access to reliable, timely and actionable information through historical and current data, market-focused reports, quarterly subscriber conferences, tech trend analysis and vehicle forecasts.
Advanced tech: Stay up to date on the newest technologies and forward-looking strategies, including ADAS, autonomy, vehicle architecture, connectivity, the lightweighting trend, automotive UX and Industry 4.0.
Data: Create customized queries into current and historical vehicle production and sales volumes, including vehicle specifications, fuel economy and SAAR data.
Electrification: Understand the ins and outs of EV motors, fuel-cell systems, subsystems, batteries and charging.
Markets: Gain an overview of market activity volumes across the globe, as well as takeaways from key data trends.
Mobility: Explore topics in infrastructure, mobility services and regulatory environments.
Propulsion: Dissect product plans and strategies for vehicle engines, transmission, propulsion and drivetrains.
Forecasts: Review monthly regional and global forecasts for vehicle production, sales and drivetrain volumes.
Put the automotive industry’s most vital data at your company’s fingertips and keep your team at the forefront of cutting-edge trends that may impact your business. Click below to start your 14-day free trial.