The Challenge
Creating a messaging framework is the foundation for every marketing and sales strategy.
It is a blueprint which gives direction on how and to whom to present the company and the products, it helps everyone within the company understand the why.
Customers understand what value you bring to them and employees see how their work contributes to the company’s mission. Having transparent and clear messaging creates connections on a deeper level and rallies everyone for a greater cause.
Coming up with a messaging framework is not an easy task. You have to be very objective about what is that you do, and sometimes it may be very difficult. However, this project can be extremely helpful for overcoming one’s flaws and rising above the competition.
While organizations can develop a messaging framework on their own it is beneficial to include an outside perspective – someone who understands the gravity of the task at hand.
We have developed a conclusive process for defining messaging frameworks for our clients.
We asked specific questions which helped them express how they want to be perceived by their audience. What do they want their audience to do and how to feel about it.
Which people we include in this phase depends on the organization, if it’s a larger company we gather members of the leadership team and the people who are most likely to communicate with the audience.
The next step is to compile the notes from the exercise and to determine a hypothesis for the main benefits the organization believes it provides. Every hypothesis needs to be tested so we get in touch with their target audience to find out if this is what they see or want.
When we finally determined the most important values for the company and the product, we are able to establish top-level position statements and company descriptions consisting of 10, 30, 60 and 100 words.
This laid the foundation for developing individual buyer personas, unique value propositions and refinement of each service/product our client offered.
We also included keyword research to find the most appropriate keywords to reflect audience lingo and user intent so we can incorporate them into digital communication and SEO related activities.
The Result
At the end of the process, our clients had a deeper understanding of the company’s key value propositions and the products unique selling points, their market position and key buyer personas. This enables the company to present themselves far clearly with consisted of messages across all channels, personalize the outreach and the communication, improve the entire sales process, close more deals with more targeted prospecting tactics.
