Messaging	
  101	
  

January	
  22,	
  2014	
  
“You	
  can	
  have	
  everything	
  in	
  life	
  you	
  want,	
  if	
  you	
  
will	
  just	
  help	
  other	
  people	
...
How	
  are	
  	
  
you	
  unique?	
  
What	
  do	
  you	
  do?	
  

Why	
  should	
  I	
  care?	
  
What	
  is	
  Messaging?	
  

Lets	
  companies	
  
effecDvely	
  talk	
  about	
  
their	
  products	
  and	
  the	
  
key...
Messaging	
  	
  
(aka	
  Core	
  Messaging)	
  
Why	
  is	
  Messaging	
  Important?	
  
• 
• 
• 
• 
	
  

Answers	
  the	
  “So	
  What?”	
  ques4on	
  
Highlights	
  yo...
Sets	
  the	
  Table	
  for	
  MarkeDng	
  
PercepDon	
  is	
  Reality	
  

Photo	
  credit:	
  hEp://bit.ly/1fRu9fK	
  
Why	
  is	
  Messaging	
  So	
  Challenging?	
  
	
  
A	
  Lack	
  of	
  PerspecDve	
  
Sadly….It’s	
  All	
  About	
  You	
  
"I	
  don't	
  know	
  how	
  to	
  put	
  this,	
  but	
  I'm	
  
kind	
  of	
  a	
  big	
  deal.”	
  -­‐	
  Ron	
  Burgu...
Unclear	
  What	
  You	
  Actually	
  Do	
  
Spotlight	
  on	
  Features,	
  Not	
  Benefits	
  

Features	
  

vs.	
  

Benefits	
  
How	
  to	
  	
  

Messaging	
  
Make	
  the	
  Customer	
  King	
  
Put	
  Yourself	
  in	
  the	
  Other	
  Person’s	
  Shoes	
  

Photo	
  credit:	
  hEp://bit.ly/1jofiaF	
  
Collect	
  Ideas	
  from	
  Everyone	
  
100	
  blog	
  post	
  
ideas	
  in	
  less	
  than	
  
5	
  hours	
  –	
  via	
  
Marcus	
  Sheridan	
  
(aka	
  The	
  S...
Be Open to New
Get	
  Unbiased	
  PerspecDve	
  
	
  
	
  
The	
  Messaging	
  Process	
  
Discovery	
  
What	
  do	
  	
  
you	
  do?	
  
What	
  do	
  you	
  do?	
  

What	
  
problems	
  
are	
  you	
  
solving?	
  
What	
  do	
  you	
  
do?	
  

Who	
  needs	
  
it?	
  

What	
  problem	
  
are	
  you	
  
solving?	
  
What	
  do	
  
you	
  do?	
  

What	
  
problem	
  
are	
  you	
  
solving?	
  

What’s	
  in	
  
it	
  for	
  me?	
  
Who...
CompeDDve	
  Ecosystem	
  
  Financial	
  management	
  
  Financial	
  soWware	
  
  School	
  fund	
  accoun4ng	
  
n...
Talk	
  to	
  Customers	
  or	
  PotenDal	
  Customers	
  	
  
Target	
  Audiences	
  
Be	
  Different,	
  Unique…or	
  Both	
  

Photo	
  credit:	
  hEp://bit.ly/1eNhhBZ	
  
Draw	
  a	
  Line	
  in	
  the	
  Sand	
  
Messaging	
  
What	
  are	
  the	
  goals	
  for	
  the	
  blog?	
  
How	
  will	
  you	
  measure	
  its	
  success?	
  
Value	
  
ProposiDons	
  

Key	
  Benefits	
  

Leading	
  
Features	
  
PosiDoning	
  
Statement	
  

Boilerplate	
  

Elevator	
  Pitch	
  
The	
  Three	
  
C’s	
  
	
  
One More
Thing………
Never.	
  Stop.	
  Tweaking.	
  
Thanks!	
  
www.markevans.ca	
  
	
  

@markevans	
  
	
  

mark@markevans.ca	
  

hdp://bit.ly/startupscanada	
  
	
  
Resources	
  
How to come up with value propositions when what you sell isn’t unique
http://bit.ly/1hVbvU8
SWOT Analysis –...
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
Messaging 101 - Entrepreneurship 101 (2013/2014)
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Messaging 101 - Entrepreneurship 101 (2013/2014)

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This lecture focuses on defining the field of marketing communications with a particular emphasis on technology start-ups. This lecture focuses on the importance of strong messaging for entrepreneurs marketing their ventures. It examines what messaging is, why it is valuable, how to best create it and what you need to produce.

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Messaging 101 - Entrepreneurship 101 (2013/2014)

  1. 1. Messaging  101   January  22,  2014  
  2. 2. “You  can  have  everything  in  life  you  want,  if  you   will  just  help  other  people  get  what  they  want.”                      -­‐  Zig  Ziglar  
  3. 3. How  are     you  unique?   What  do  you  do?   Why  should  I  care?  
  4. 4. What  is  Messaging?   Lets  companies   effecDvely  talk  about   their  products  and  the   key  benefits  to  the  right   target  audiences.  
  5. 5. Messaging     (aka  Core  Messaging)  
  6. 6. Why  is  Messaging  Important?   •  •  •  •    Answers  the  “So  What?”  ques4on   Highlights  your  unique  quali4es   Differen4ates  you  from  rivals   Posi4ons  you  within  the  marketplace  
  7. 7. Sets  the  Table  for  MarkeDng  
  8. 8. PercepDon  is  Reality   Photo  credit:  hEp://bit.ly/1fRu9fK  
  9. 9. Why  is  Messaging  So  Challenging?    
  10. 10. A  Lack  of  PerspecDve  
  11. 11. Sadly….It’s  All  About  You  
  12. 12. "I  don't  know  how  to  put  this,  but  I'm   kind  of  a  big  deal.”  -­‐  Ron  Burgundy  
  13. 13. Unclear  What  You  Actually  Do  
  14. 14. Spotlight  on  Features,  Not  Benefits   Features   vs.   Benefits  
  15. 15. How  to     Messaging  
  16. 16. Make  the  Customer  King  
  17. 17. Put  Yourself  in  the  Other  Person’s  Shoes   Photo  credit:  hEp://bit.ly/1jofiaF  
  18. 18. Collect  Ideas  from  Everyone  
  19. 19. 100  blog  post   ideas  in  less  than   5  hours  –  via   Marcus  Sheridan   (aka  The  Sales   Lion)  
  20. 20. Be Open to New
  21. 21. Get  Unbiased  PerspecDve      
  22. 22. The  Messaging  Process  
  23. 23. Discovery  
  24. 24. What  do     you  do?  
  25. 25. What  do  you  do?   What   problems   are  you   solving?  
  26. 26. What  do  you   do?   Who  needs   it?   What  problem   are  you   solving?  
  27. 27. What  do   you  do?   What   problem   are  you   solving?   What’s  in   it  for  me?   Who  needs   it?  
  28. 28. CompeDDve  Ecosystem     Financial  management     Financial  soWware     School  fund  accoun4ng   needs       Integrate  important  financial,   budge4ng  and  procurement   data     Centralize  tasks  and  processes     Real-­‐4me  insight     Solu4ons  that  help  schools   to  maximize  their   resources     Seamless  integra4on     Integrated  solu4on     Control  of  budgets   &    spending     Sophis4cated   workflow     Integrated  accoun4ng   and  payment  plaorm     Fraud  preven4on     Clean  audits     Amazing  produc4vity     BeEer  technology    
  29. 29. Talk  to  Customers  or  PotenDal  Customers    
  30. 30. Target  Audiences  
  31. 31. Be  Different,  Unique…or  Both   Photo  credit:  hEp://bit.ly/1eNhhBZ  
  32. 32. Draw  a  Line  in  the  Sand  
  33. 33. Messaging   What  are  the  goals  for  the  blog?   How  will  you  measure  its  success?  
  34. 34. Value   ProposiDons   Key  Benefits   Leading   Features  
  35. 35. PosiDoning   Statement   Boilerplate   Elevator  Pitch  
  36. 36. The  Three   C’s    
  37. 37. One More Thing………
  38. 38. Never.  Stop.  Tweaking.  
  39. 39. Thanks!   www.markevans.ca     @markevans     mark@markevans.ca   hdp://bit.ly/startupscanada    
  40. 40. Resources   How to come up with value propositions when what you sell isn’t unique http://bit.ly/1hVbvU8 SWOT Analysis – How to do it properly! http://bit.ly/1dOD8qQ The value of value propositions http://www.markevans.ca/2013/10/29/value-value-propositions/ For startups, perceptions is reality http://www.markevans.ca/2014/01/14/perception/ Why Simple Websites are Scientifically Better http://conversionxl.com/why-simple-websites-are-scientifically-better/

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