Mike Urbonas – Product Marketing/Personal Branding/Business Intelligence Blog

By Mike Urbonas

“It is not the words from your mouth that matter, but rather the words into your audience’s ears.” While this may sound like some sort of Zen wisdom at first, it’s actually sage advice on proper communication: a poorly worded, poorly conveyed product message can easily lead to misunderstandings and frustrating misquotes.

This and other effective communication advice was shared at the BPMA February meeting by guest speaker Alyssa Dver, author of the highly praised book “Software Product Management Essentials.”

Alyssa’s presentation, entitled “Advocating your Product: Communications Training for Product Managers,” offered advice on proper advance preparation; developing a clear, concise product message; and tips to improve your communications skills and motivate your target audience, inside or outside of your organization.

Alyssa began her presentation with a mock interview: she asked an audience member to give her an elevator pitch about his product, while she acted the part of a reporter; to be more precise, a somewhat rude reporter with preset ideas! The purpose of the role-play was to get an idea of how easily an interview can go awry if you are unprepared. “Any contact with the outside world is an opportunity to communicate your message,” Alyssa said. “However, every opportunity, therefore, is [also] an opportunity to communicate poorly.”

The Boy Scout motto of “Be Prepared” was presented as the path to avoiding such an interview debacle. Alyssa suggested you know the reporter you are talking to; get to know their history by getting them to talk about themselves. This helps build rapport before the interview begins. If necessary, do not be afraid to use delay tactics – ‘I have another interview’ or ‘What is your deadline?’ “Never take an interview without preparation,” Alyssa warned. In fact, Alyssa emphasized never to talk with members of the press or industry analysts unless planned in advance by your company’s PR department.

These warnings certainly go double for any product manager who does not have his or her product message down cold in advance. Alyssa offered several helpful suggestions on planning your message, including using brief, common, jargon-free language. It is also imperative you repeat your company name and product name, and in fact repeat the entire message!

Alyssa presented the following sample template to build your own short but sweet product message: “(Your Company) develops (describe product) that (describe benefit of using). Unlike other solutions, our product (compare to the competition, your unique selling proposition).” She even encouraged attendees to practice their product messages on neighbors, Mom and Dad, even small children! “Assume the reporter you talk to will not understand what you are saying,” Alyssa said.

Product Managers should also be ready to interject ‘quotables’ – statistics, reference stories, etc. – designed to validate the product message. One especially effective speaking tactic Alyssa recommended to command attention to such quotables is that of “flag and flank.” First, “flag” to your audience that you are about to say something very important (“What I’m about to say is the most important fact about XYZ product”). Follow this by the message you want noticed, and “flank” that message with a concluding comment (“I hope you understand; that is really an important fact”).

Alyssa also urged attendees to speak as an authority on your product. Sharing advice of great use in preparing a live presentation, Alyssa noted when asked a question you do not know the answer to, the correct response, which you need not be afraid to say, is “I don’t know.” But, offer to get back to them with information from someone who does know!

A recent study found that effective communications skills ranked highest among must-have skills for product managers; however, the same study revealed most product managers rank themselves low in this competency. The good news, emphasized by Alyssa, is that effective communications skills can be learned by anyone willing to take the time and effort to put Alyssa’s helpful suggestions into everyday practice.

Alyssa Dver, CPM & CPMM, is author of “No Time Marketing: Small Business-sized Steps in 30 Minutes or Less” and “Software Product Management Essentials.” In addition to writing the best selling book in this category, Alyssa teaches Product Management and related topics at business schools, through professional associations, and to corporations looking to improve their ability to deliver quality software on time. She is currently CMO of publicly traded, software developer SEDONA Corporation and she is CEO of start-up, Wander Wear Inc.