Frameworks

As like as programming language frameworks, there are also frameworks for marketing your digital product. As every experienced developer knows, there are multiple frameworks and each of them works for a different purpose. It is the pretty same with marketing communication frameworks.

Before you even start thinking about how you can communicate your product, you need to understand the customer journey. There is a great ol’ framework called STDC Framework.

But there are also many other ones & each of them can help you set the perspective you are looking into a subject of research.

  1. AIDA (Attention, Interest, Desire, Action) - This framework focuses on getting people's attention, arousing their interest, generating desire, and ultimately getting them to take action, such as making a purchase or signing up for a service.
  2. PAS (Problem, Agitate, Solve) - The PAS framework helps you connect with your audience by highlighting a problem they face, agitating the issue to increase its relevance, and then presenting your digital product as the solution.
  3. The 4Ps (Product, Price, Place, Promotion) - This classic marketing framework looks at four key elements of a marketing mix: what you're offering (product), how much it costs (price), where you're offering it (place), and how you're promoting it (promotion).
  4. USP (Unique Selling Proposition) - The USP framework helps you communicate what sets your digital product apart from others on the market. It's all about emphasizing the unique benefits and value proposition of your product.
  5. The Hero's Journey - This narrative-based framework is all about framing your digital product as the solution to a problem and positioning yourself as the hero who can help people overcome their challenges.
  6. WIIFY - Framework which can help you communicate the read thread of the whole product to your audience. Perfect for public speaking & presentations.

These are some of the most important marketing communication frameworks that can help you promote your digital product effectively. Of course, the right framework for you will depend on your specific product and audience, but these are a good starting point.

You definitely do not have to use all of them at once. But it is definitely wise to learn about them and pick from when you need some help.