Published on February 25, 2014
Marketing Tools that Matter™ 5 steps to building your message framework
5 Steps to Messaging that Matters This series designed to help you create compelling messaging for your organization. Each Step contains three slides of specific actionable tasks to help focus your attention on accomplishing the key actions that move your messaging project forward. Each module is focused on one of the five action areas below: Document the Context Discover your Truth Define the Message Align Your Organization Validate the Message At the end of this series you will have a completed messaging framework to share within your organization and with agencies and vendors responsible for building and developing your collateral materials. Who should use this?: Enterprise or mid-market corporate marketing managers and program managers. All individuals interested in building consistent, aligned messaging and story points throughout their marketing collateral and assets.
Step 1 Overview Document the Context Discover your truth Define the message Align your organization Validate the message Goal: At the end of Step 1 you will have built the first section of your messaging framework. This section outlines the context for the messages you will build. Situational Analysis Target Audience (s) Current Perceptions Pain Points Summary
Step 1 – Document the Context Document the Context Discover your truth Define the message Align your organization Validate the message How To Begin Describe the current situation your business, product or service is facing within the marketplace • • Summarize the business objective you are seeking to achieve and the context for your positioning statement. Describe the opportunity or problem that exists within the marketplace or industry related to your company, product or service and, if applicable, your team’s goals for messaging the solution, initiative, or campaign to your audience. Describe the target audience • Be specific and detailed. Identify key traits and habits of this buyer audience. Identify customer pain points • • What need/gap exists within the marketplace? What problems, from the customer perspective, are your customers facing? Identify key perceptions your messaging will help influence or overcome Success Tip: Print the template on slide 6 to complete this section
Step 1 - Plan Document the Context Discover your truth Define the message Align your organization Validate the message Your Turn – Complete this section for your company, product or service Situational Analysis Target Audience (s) Current Perceptions Pain Points Summary Next Step: Complete Step 2 – Discover Your Truth Success Tip: Identify and schedule interviews with your project stakeholders and subject matter experts before moving on to Step 2
Situational Analysis Target Audience (s) Current Perceptions Pain Points Summary
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