We all want our marketing efforts to yield significant ROI, and to do that we need to get the messaging right. By delivering the right message to the right people at the right time, you can connect with new customers and earn their loyalty. But without a strategy to guide your messaging, you’re simply winging it with no clear or consistent brand voice or identity. While throwing it out there to see what sticks, you could be missing out on the chance to connect with a lifelong customer. Your messaging strategy, like a brand script, guides everything from your tone of voice to the content and talking points – it’s the foundation of all your content to keep it consistent and focused on effectively communicating what you do and what you have to offer to your target audience. Not sure where to start with your new marketing strategy? Here's a free template we put together that shows you exactly how to put together your own messaging strategy. Learn More: https://codesm.marketing/blog/why-is-messaging-strategy-important-to-your-business/

1. Your
Business
MESSAGING STRATEGY

2. Competitor
Analysis

3. ● Your audience has typically already heard a TON of messages related to your
product or service. Competitors are constantly saying things like “premium
quality products” and “5-star customer service” in their messaging. This means
that the market is saturated with those messages and, as such, they will not
be very effective.
● You need to find how your messaging and unique value proposition fits into
what the audience hasn’t already heard before.
● Evaluate target audience needs, competitor messaging, and your product
benefits to find what connects them all.
Why is this important?

4. Competitors
Analysis
Competitor Offers
● Insurance for truckers
● Competitively priced
● Rapid response customer service
Road Masters Insurance
● Insurance for truckers
● Most competitive price in the market
● 24-Hours turnaround time
● Personal service
Target Audience Needs
● Insurance they can afford
● People they can rely on
What’s your big offer?
What do you offer that is different from competitors
and solves a target audience need? Now, how would
you explain that to a potential customer?

5. Target
Audience

6. ● Because most businesses stem from either solving a problem or obtaining a
desire, it is crucial to know what those are and how it makes the audience feel.
● Showing that we understand their frustrations creates a connection with the
audience, creating an advantageous position.
● Leveraging their emotional connection to the problem and amplifying that in
content grabs their attention.
● Focusing on the target audience’s experience rather than the brand gets a better
response.
Why is this important?

7. Name: A character based on data Traits:
Sociable
Frugal
Loyal
Primary target persona #1
● Male/Female
● Age range
● Relationship/family life
● Income
● Location
● Hobbies and Interests
● Where they get their information
FRUSTRATIONS
● What frustrates them right now in relation
to your product/service?
● What problems are you solving for them?
● How do they feel about those problems?
OBJECTIONS
● What questions are they asking about
your product or service?
● What currently stops them from buying
your product?
DESIRES
● What do they ultimately hope to achieve
by using your product or service?
● Which of their desires are you helping
them obtain?

8. Geographical Location
Target Audience Locations
● List all the individual
areas where your target
audience is located
● Identify how the
geographic location may
affect buying decisions

9. Brand Identity

10. Vocabulary
What kind of terms and vocabulary does your brand
use?
Positioning
Decide how you’ll position your brand so that it stands out
from competitors. What do you want to promote?
Tone of Voice
If your brand was a person, what kind of tone of voice
would it use? Would it be friendly and fun or serious?
Slogan Options
State clearly the results of your business in 3 - 5 words. If
needed, ask a copywriter to help create a slogan.
Who is
<Business
Name>?
Your second value
Your third value
Your main value

11. Messaging
Strategy

12. What is a messaging strategy?
A messaging strategy forms the foundation of all your future professional
writing. It determines who your brand speaks to, what tone of voice it uses,
as well as what it says.
In essence, this is a “brand script” to ensure consistent messaging that
resonates with your target audience and effectively communicates what
you do. This allows us to:
● Build on brand identity
● Streamline content creation
● Optimize content for conversions
● Present the benefit of your solutions in a concise and compelling
way
● Provide your target audience with the correct words for WOM
marketing
● Ensure consistent messaging across all content
MESSAGING
STRATEGY

13. How can we differentiate <Business Name> from competitors?
Unique selling propositions
Explain the main benefit of your product or
service. Don’t elaborate with additional
benefits, simply make it clear exactly WHY the
audience should choose you.
Benefit 1
What’s another benefit of using your product?
Think about the bigger picture - what will
they be able to do after purchase that they
couldn’t do before?
Benefit 2
If you don’t have another benefit, explain your
process or materials and why that makes
your product or service unique.
Process/Materials
Feel free to add another product benefit, but
in case you need inspiration, consider
promoting your business, your values,
inspiration, or history.
Business

14. Short Bio
Who are you? Try the following structure:
At (business name), we achieve (desired
end result) through (product/service).
Short Bio
SHORT
BIO

15. Extended Bio
The audience is interested. Tell them a little
more about why and how you do what you do.
● Who you are
● What you do and why you do it (desired
end results)
● How you do it (product/service)
● Your unique process (how it works)
EXTENDED
BIO

16. What product or service
do you provide?
State the specifics of exactly what you
offer.
What can the audience expect? How many
products are in your collection? Do you
have pricing plans? Do you offer packages?
What’s included in the pricing? Are there
any perks?
OFFER

17. What are the risks of
NOT choosing
<Business Name>?
Subtly remind your audience what
is at stake if they don’t choose you.
What frustration does the product
solve? What do they stand to lose?
What negative experience could
they have elsewhere?
STAKES

18. What does a successful
purchase look like in the
audience’s lives?
Remind your audience why they were looking at
your product in the first place. Don’t focus on
specifics, but rather what the product or service
would mean for them.
What will they be able to do? How will they feel
once it works? What problems will go away?
POST-PURCHASE
SUCCESS

19. CTA 1
What action do we want
them to take?
Give specific directions where you want your
audience to go. What action should they
take? Avoid having too many CTA’s that may
create confusion and be very direct about
where they can find you.
CALLS
TO
ACTIONS
CTA 2 CTA 3

20. Thank you!