The effort to first define and develop the marketing message for your product usually takes place with a limited amount of research and input from customers, especially for new capabilities. For the many organizations that don’t have the luxury, either in terms of time or money, to spend all they want on market research to determine just which benefits resonate the most with which type of prospects, the marketing materials must be developed and printed nonetheless. This means that your product’s marketing message goes out to the world before you have really had enough time to discover some of its most compelling advantages. You mine what gold you can get your hands on, and sell it for all it’s worth.

But once your product is launched and customers begin to adopt and use it, certain benefits begin to clearly rise to the surface as the most important ones. And new positives appear that had simply never occurred to anyone on the team when the product was under development. These new benefits are like gold nuggets, and are incredibly valuable for solidifying, targeting, and extending the marketing message for your product. You need to mine this material as it appears.

Product Managers generally find themselves in discussions with a wide range of prospects and customers, and get knee-deep into the product and its benefits. This makes them an invaluable source of material for improving the marketing message.

Read on for ideas of where and how to mine these gold nuggets to create a more powerful message to the market about your product.