Going from message nightmare to message delight p camp austin 6

Copyright 2011- LÛCRUM MARKETING
From Message Nightmare to Message Delight: Six Steps to Create a Compelling Market Message
Presented by:
Tom Evans
Lûcrum Marketing
January 15, 2011

Question 1
Does your company use a structured approach to creating market messages for your products/services?
Yes:
No:
Copyright 2011 - LÛCRUM MARKETING

Question 2
Who in your organization owns the market messages, i.e., is responsible for defining them?
Marketing Communications:
Executive Management:
Product Management:
Product Marketing:
Everyone:
Other:

Six Steps to a Compelling Message
Who is our audience?
What are we selling?
Why should our customers care?
What we can do for our customers?
Why us?
Create your message(s)

Who is Our Audience?
The message must resonate with your target audience
Corollary: it will not (& shouldn’t) resonate with all market segments
Target market segments
Key Personas – Buyers, Influencers, Users
What do they care about
What language do they use
Typical profile/characteristics

What Are We Selling?
Relate to a known category or class of products
What it does
Problems your product solves best for that persona.
Identify features that solve their problem.

Why Should Our Customers Care?
What are the buyers motivations (per buyer persona)?
Need, pain, goal, challenge, ideals
Personal & business
Articulated & unarticulated
What do they need to know to make a decision
How will they evaluate & use your product?

What We Can Do For Our Customers?
Value proposition
In terms of the customer
Benefits & value your customer will realize from purchase and use of your product
Relative to customer’s other viable alternatives
Sources of value:
Reference customers, industry expertise, internal processes, partnerships, innovation, IP, delivery methods, geography, social, business model, personnel, features, guarantees, brand promise, core competencies, etc.
Speaking to your customers

Why Us?
Differentiation
What makes your product stand out (differentiation)
Meaningful value to the customer
Sources of differentiation:
Reference customers, industry expertise, internal processes, partnerships, innovation, IP, delivery methods, geography, social, business model, personnel, features, guarantees, brand promise, core competencies, etc.
Speaking to your customers

Create Your Message(s)
Per target buyer persona
In your customer’s language / Avoid meaningless words
Clear value to your customer / Clear differentiation that is valued by customers
2 to 4 messages per persona
Compare with competitors
Validate with customer’s
Support with evidence

Exercise

Thank You
Tom Evans
Lûcrum Marketing
tevans@lucrum-marketing.com
+1-512-961-5267

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Going from message nightmare to message delight p camp austin 6

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