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Instructions
1. In the "Key Messages" tab, brainstorm 10 key messages for your audience and then create a short label to m...
Key Messages Short Label
1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reli...
Memorable
Aligned with
Strategy
Consistent with
Positioning
Objective Believable Not Fluffy Trendy Impact Relevant
15% 10%...
Key Messages Memorable
Aligned with
Strategy
Consistent
with
Positioning
Objective Believable Not Fluffy Trendy Impact Rel...
Messages Score Effectiveness Credibility Resonance
Reliability 7.4 2.2 2.6 2.6
Convenience 6.8 2.5 2.2 2.2
Ease of Use 6.7...
Reliability
Convenience
Ease of Use
-
Assurance
Responsiveness
----
Resonance
Effectiveness
Best Messages
Effective, Not I...
1
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Message Mapping Tool

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This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/message-mapping-tool-712


The Message Mapping Tool is used to document and assess the key messages that are important for your target audience to hear about your company or its products.

Message maps provide a method for brainstorming and prioritizing potential messages based on their credibility, effectiveness and resonance. Once you have analyzed the relative strengths and weaknesses of each message a bubble chart message map is automatically generated.

Key Benefits:

* Helps you prioritize all potential messages
* Evaluate message effectiveness
* Assess message credibility
* Determine message resonance
* Ranks & charts value for each message

Published in: Business
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Message Mapping Tool

  1. 1. Instructions 1. In the "Key Messages" tab, brainstorm 10 key messages for your audience and then create a short label to make them easy to chart. 2. In the "Weightings" tab weight the importance for each prioritization criteria. Be sure that your total weight equals no more or less than 100%. 3. We have set up the evaluation criteria based on Effectiveness, Credibility and Resonance perspectives. Feel free to customize as you see fit. 4. In the "Message Ratings" tab below, rank eachmessage (Green, Amber, Red cells) on a scale of 1-10. 5. In the "Rankings" tab, sort the results to identify the messages that are most effective, credible and resonate with your audience. 6. View the automatically generated "Message Map" which provides a visual representation of the data from the prioritization exercise. 7. Identify which messages to cut, and which to refine based on the evaluation criteria for solid messages.
  2. 2. Key Messages Short Label 1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reliability 2. We have customer support agents ready to help 24/7/365. Assurance 3. Wouldn't you rather just pick up the phone? Convenience 4. It can't get much simpler than flipping a switch to activate. Ease of Use 5. With an industry-leading service level agreement, you won't be left waiting. Responsiveness 6 - 7 - 8 - 9 - 10 - Message Mapping Tool This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  3. 3. Memorable Aligned with Strategy Consistent with Positioning Objective Believable Not Fluffy Trendy Impact Relevant 15% 10% 10% 10% 20% 5% 5% 15% 10% 100% Message Mapping Tool Relevant - is the message extremely relevant to the target audience for your product/service? Weighting Scale Total Ranking Criteria & Definitions: Aligned with Strategy - how aligned with corporate strategy is this message? Consistent with Positioning - does this message stay consistent with the positioning statement? Memorable - is this message one that will be easily recalled and remembered? Credibility ResonanceEffectiveness Objective - is this message objective in nature? Does it avoid being too sensational and playing on emotions? Believable - will this message be readily accepted and believed to be true? Not Fluffy - is the message free of marketing hyperbole such as claims of being 'world-class' or other lofty ideals? Trendy - does this message hit on a topic of keen interest or trends of the moment? Impact - how impactful is this message? Is it something people care about or will really consider? This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  4. 4. Key Messages Memorable Aligned with Strategy Consistent with Positioning Objective Believable Not Fluffy Trendy Impact Relevant Weighting 15% 10% 10% 10% 20% 5% 5% 15% 10% Reliability 5 8 6 7 7 10 10 8 9 Assurance 10 8 6 6 5 4 3 2 5 Convenience 9 6 5 10 4 7 9 7 7 Ease of Use 7 8 9 2 4 4 7 10 9 Responsiveness 2 3 3 6 5 3 5 6 2 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 Effectiveness Credibility Resonance Message Mapping Tool This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  5. 5. Messages Score Effectiveness Credibility Resonance Reliability 7.4 2.2 2.6 2.6 Convenience 6.8 2.5 2.2 2.2 Ease of Use 6.7 2.8 1.2 2.8 Assurance 5.7 2.9 1.8 1.0 Responsiveness 4.0 0.9 1.8 1.4 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 Note: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest). Message Mapping Tool This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  6. 6. Reliability Convenience Ease of Use - Assurance Responsiveness ---- Resonance Effectiveness Best Messages Effective, Not Interesting Interesting, Ineffective Cuts Low Bubble Size = Credibility High Low High This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  7. 7. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

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