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How Startups Can Create Powerful Messaging
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How Startups Can Create Powerful Messaging

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A look at how startups can create clear and well-articulated messaging. This presentation explores the value and challenges in creating messaging, as well the processes to create it.

A look at how startups can create clear and well-articulated messaging. This presentation explores the value and challenges in creating messaging, as well the processes to create it.

Published in: Business, Economy & Finance
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  • http://www.flickr.com/photos/8327358@N02/4351477980/
  • www.onlycoin.com (to launch in summer, 2014)
  • Angoss Software example – board rejected my core messaging
  • Yummytummy.ca: You can send food to people
  • Piccsys helps you discover the images you love.
  • People buy benefits, not features
  • Less is more (Be focused)Easier for customers to quick get what you do
  • Divide into four slides
  • http://www.thesaleslion.com/write-100-blog-articles-5-hours-amazing-content-marketing-story/
  • photo credit: <a href="http://www.flickr.com/photos/smemon/4414374988/">Sean MacEntee</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
  • Internal or External
  • Find out what their needs, points of pain, current services, how they buy, their motivations, how they look like a hero
  • Brainstorming- Identify key themes
  • Divide into four slides
  • How to be unique
  • Less is more (Be focused)Easier for customers to quick get what you do
  • Transcript

    • 1. Messaging 101 January 22, 2014
    • 2. “You can have everything in life you want, if you will just help other people get what they want.” - Zig Ziglar
    • 3. How are you unique? What do you do? Why should I care?
    • 4. What is Messaging? Lets companies effectively talk about their products and the key benefits to the right target audiences.
    • 5. Messaging (aka Core Messaging)
    • 6. Why is Messaging Important? • • • • Answers the “So What?” question Highlights your unique qualities Differentiates your from rivals Positions you within the marketplace
    • 7. Sets the Table for Marketing
    • 8. Perception is Reality Photo credit: http://bit.ly/1fRu9fK
    • 9. Why is Messaging So Challenging?
    • 10. A Lack of Perspective
    • 11. Sadly….It’s All About You
    • 12. "I don't know how to put this, but I'm kind of a big deal.” - Ron Burgundy
    • 13. Unclear What You Actually Do
    • 14. Spotlight on Features, Not Benefits Features vs. Benefits
    • 15. How to Messaging
    • 16. Make the Customer King
    • 17. Put Yourself in the Other Person’s Shoes Photo credit: http://bit.ly/1jofiaF
    • 18. Collect Ideas from Everyone
    • 19. 100 blog post ideas in less than 5 hours – via Marcus Sheridan (aka The Sales Lion)
    • 20. Be Open to New
    • 21. Get Unbiased Perspective
    • 22. The Messaging Process
    • 23. Discovery
    • 24. What do you do?
    • 25. What do you do? What problems are you solving?
    • 26. What do you do? Who needs it? What problem are you solving?
    • 27. What do you do? What problem are you solving? What’s in it for me? Who needs it?
    • 28. Competitive Ecosystem  Financial management  Financial software • Solutions that help schools to maximize their  School fund resources accounting needs • Seamless integration • Integrate important financial, budgeting and procurement data • Centralize tasks and processes • Real-time insight • Integrated accounting and payment platform • Fraud prevention • Clean audits • Integrated solution • Control of budgets & spending • Sophisticated workflow • Amazing productivity • Better technology
    • 29. Talk to Customers or Potential Customers
    • 30. Target Audiences
    • 31. Be Different, Unique…or Both Photo credit: http://bit.ly/1eNhhBZ
    • 32. Draw a Line in the Sand
    • 33. Messaging What are the goals for the blog? How will you measure its success?
    • 34. Value Propositions Key Benefits Leading Features
    • 35. Positioning Statement Boilerplate Elevator Pitch
    • 36. The Three C’s
    • 37. One More Thing………
    • 38. Never. Stop. Tweaking.
    • 39. Thanks! www.markevans.ca @markevans mark@markevans.ca http://bit.ly/startupscanada
    • 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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