5 Things That Should Be In Your Messaging Framework
Before we dive in to the 5 elements that should be in your messaging framework, let’s define the thing!
What is a messaging framework?
According to MarketingProfs, it's a structured representation of what your company and products stand for. The framework exercise is a systematic way of defining the value you bring to your customers.
Once your framework is complete, I recommend you share it with everyone in at your company - even non-customer facing people. That way, anytime someone from your company is speaking to a potential investor, customer, or partner (it could happen at a dinner party!), you are all on the same page about what your business does and how you do it better than anyone else. When you are growing your business (and your brand), consistency is key!
Key differentiators
The unique reasons why your brand and offering is better and/or different than competitors in your space. This could be the ingredients you use, your founders or your founding story, or the fact that you’re the only one in your space doing what you do.
Customer Pain Points
The specific challenges and problems your customers experience. Pssst! Your offering should solve these. It’s important to fully understand the issues and pain points customers are experiencing so you can clearly articulate how you can help remove those issues.
Benefits & Values
The tangible perks your customers get by using your offering. This is why your customers buy from you so get really clear on what the benefits are of your product or service.
Elevator Pitch
A brief and persuasive description of what you do and the problems you solve. The goal is to intrigue your audience, in 30 seconds or less, so that they agree to continue the conversation. You want to pique their interest and get them excited about your offerings.
Positioning Statement
A short statement that demonstrates your unique value proposition. Make sure to include what you do, who you do it for, why you do it, and how you do it better than anyone else.
Creating messaging frameworks for clients has to be at the top of my list of favorite projects to work on. If you’re looking to nail your messaging to increase awareness, check out my copy creation services here.
