Messaging 101

January 22, 2014
“You can have everything in life you want, if you
will just help other people get what they want.”
- Zig Ziglar
How are
you unique?
What do you do?

Why should I care?
What is Messaging?
Lets companies
effectively talk about
their products and the
key benefits to the right
target audiences...
Messaging
(aka Core Messaging)
Why is Messaging Important?
•
•
•
•

Answers the “So What?” question
Highlights your unique qualities
Differentiates your ...
Sets the Table for Marketing
Perception is Reality

Photo credit: http://bit.ly/1fRu9fK
Why is Messaging So Challenging?
A Lack of Perspective
Sadly….It’s All About You
"I don't know how to put this, but I'm
kind of a big deal.” - Ron Burgundy
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: http://bit.ly/1jofiaF
Collect Ideas from Everyone
100 blog post
ideas in less
than 5 hours –
via Marcus
Sheridan (aka
The Sales Lion)
Be Open to New
Get Unbiased Perspective
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 needs
it?
Competitive Ecosystem
 Financial
management
 Financial software • Solutions that help
schools to maximize their
 School...
Talk to Customers or Potential Customers
Target Audiences
Be Different, Unique…or Both

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

Key Benefits

Leading
Features
Positioning
Statement

Boilerplate

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

http://bit.ly/startupscanada
Resources
How to come up with value propositions when what you sell isn’t unique
http://bit.ly/1hVbvU8
SWOT Analysis – How...
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
How Startups Can Create Powerful Messaging
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.

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
  • How Startups Can Create Powerful Messaging

    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 effectively 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?” question Highlights your unique qualities Differentiates your from rivals Positions you within the marketplace
    7. 7. Sets the Table for Marketing
    8. 8. Perception is Reality Photo credit: http://bit.ly/1fRu9fK
    9. 9. Why is Messaging So Challenging?
    10. 10. A Lack of Perspective
    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: http://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 Perspective
    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. 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. 29. Talk to Customers or Potential Customers
    30. 30. Target Audiences
    31. 31. Be Different, Unique…or Both Photo credit: http://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 Propositions Key Benefits Leading Features
    35. 35. Positioning 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 http://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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