This playbook outlines the primary messages we focus on when we talk about iSPIRT, both in general and when we’re speaking to a specific audience. It contains the language and phrasing we use to share these messages. You can clip text directly from this playbook, but you don’t have to use the exact words. The messaging is a springboard to help you get started – the ideas behind the headlines and web copy you’ll create for various uses.
When writing copy, you’ll convey the same ideas, but will tailor the exact words and tone to each audience and situation. In addition to the messaging, you’ll want to weave in proof points - case studies, data, and testimonials that help to underscore the validity of the message.
This playbook will help us stay consistent and on-message so that people will begin to recognize us, trust us, and share our story with others.