The external messages used to communicate the key benefits of your digital product in sales, marketing, or other channels.
Here's an analogy.
Just like a fast food restaurant may have a slogan that quickly communicates their value in a catchy, compelling way, your messaging should take the benefits and value propositions that you defined through positioning and communicate those in a compelling way to your target market.
Why does it matter?
While positioning is critical for internal alignment, consistency, and repeatability, it is important to translate that positioning foundation into messaging pillars in order to communicate to your target buyers in a way that resonates with them.
How does it apply?
When most, if not all, of sales and marketing for products is done digitally, your messaging needs to be clearly defined so you can attract, educate, and convert with a few clicks of a button.