Market Trends

This post is part of the Brand Messaging for Startups Framework, an open-source marketing project. Contributions are welcome :)

There is something in humans that loves seeing the march toward an inevitable conclusion. Kurt Vonnegut borrowed this one cool trick from writers of Greek tragedy: always tell the reader at the beginning how the story will end. While it seems like a bit of a spoiler, it’s the knowledge of inevitability that gives a story power, allowing the reader to sit back and watch, spell-bound at the march toward the inevitable.

This love of inevitability is as powerful in PR as it is in literature and drama. Head of Technology Communications at Facebook, Carolyn Marooney, says:

If you can convince the reporter at launch that whatever you’re doing makes intrinsic sense and that they can see it realistically happening, your journey to relevance will be that much shorter. That’s what gives you momentum.

In this post I’m going to explain the role your Market Trends will play in your go-to-market messaging and some tips on identifying and clarifying these trends.

Your Market Trends in Action

Marooney has a neat framework to help PR pros think about launch messaging, RIBS for short:

• Relevant: Who is the target audience?
• Inevitable: These are your Market Trends
• Believable: What proof points can you show that prove you’ll be the company to achieve the…