3 Essentials .. Creating messages that are Understanding your relevant, can connect & tell a story. customers and what they value. Discovering a value proposition that really resonates.
What’s a message? A short assertion of unique value that the listener can connect with. [Supported by points to get the message across.][The best messages are also credible, provable and don’t over-claim.]
Why tell stories?Once upon a time and even now, we relatemore to “stories.” Even business messagescan be told as stories .. to engage, describe,reinforce and assert the value of what we sell.
Who do you message to? The hearts and minds of people who reallyThe corporate buyer use the product?about dollars andcents?
Messaging isonly as goodas yourknowledge ofthe customer &what theyvalue Based on anecdotes, intuition, experience, customer research or feedback testing ...
Good messaging is alignedto business needsWhere do we need to inform?Where do we need to educate?Where do we need to use messagesto create believers and persuade inorder to grow or sell our business?
A good messagestrikes a chord.Whether financial,technological or personal, agood message makes anemotional connection withthe recipient.
The best value props resonate. Based on resonating value of your offering to the customer. More than just the ways in which you differentiate against your nearest competitor. More than just the sum of features or beneﬁts of your product. Read Harvard Business Review
Good messaging is real. Social media has changed the rules. You are no longer in control. (Get over it.) “I had a bad experience.” “You didn’t deliver on time.” “I don’t like sales reps.” “You are not being authentic.” I”ll just tell my friends on Facebook.” (http://www.thefacebookera.com)
Customer Set + Value drivers +Value prop = Value-based messages Answers the ques,ons ... • Who are the groups or types of customers I can focus on? • What do they value and how do they measure that? • What is my of value proposi,on? Does it resonate? • Do my messages engage and tell a story, are they relevant and describe the value of my product to this type of customer?
Messaging is thefoundation ofgood contentmarketing andeMarketing “Gone are the days when sales people actively “sold” to prospects and marketers would participate in “interruption marketing” .. regardless of interest .. Marketo
Get the message? 1. Do you really know your customers? 2. Do you know what they really value? 3. Do you know how your offerings really resonate? 4. Are your messages relevant and do they tell a story?