A net gain for clear messaging.
It's possible to be too close to a problem to see the solution. While this software company was passionate about their product, they had a hard time communicating its benefits in a way that made sense to their three distinct audiences.
NetLaw is the creator of an innovative and affordable estate planning software for attorneys, financial planners and end-users. It provides documents which have been prepared by attorneys who specialize in estate planning, which are accepted in all 50 states. The value to attorneys and financial planners is the ability to easily expand their service set. For end-users, it makes estate planning and updates to their will much simpler and more affordable.
Unfortunately, they didn’t have consistent messaging that made the value of their software clear.
We did an extensive communications audit on their messaging and sales strategy. We then provided tailored sales resources for all three audiences, including informational resources. We also provided business consulting and strategic services to evaluate their product offerings, eventually recommending they drop a product our research indicated didn’t have a viable market opportunity.