This document describes a message mapping tool used to evaluate potential key marketing messages. It provides a weighting scale for criteria like memorability, credibility, and resonance. Five candidate messages are rated against these criteria and sorted by total score. The top-scoring messages focus on reliability, convenience, and ease of use. These messages are both effective and interesting to audiences.

1. Message Mapping Tool
Effectiveness Credibility Resonance
Consistent
Aligned with
Key Messages Memorable
Strategy
with Objective Believable Not Fluffy Trendy Impact Relevant
Positioning
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

2. Message Mapping Tool
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 -

3. Message Mapping Tool
Weighting Scale
Effectiveness Credibility Resonance
Total
Aligned with Consistent with
Memorable Objective Believable Not Fluffy Trendy Impact Relevant
Strategy Positioning
15% 10% 10% 10% 20% 5% 5% 15% 10% 100%
Ranking Criteria & Definitions:
Memorable - is this message one that will be easily recalled and remembered?
Aligned with Strategy - how aligned with corporate strategy is this message?
Consistent with Positioning - does this message stay consistent with the positioning statement?
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?
Relevant - is the message extremely relevant to the target audience for your product/service?

4. Message Mapping Tool
Note: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest).
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

5. Interesting, Ineffective Best Messages
High
Ease of Use
Reliability
Convenience
Resonance
Bubble Size = Credibility
Responsiveness
Assurance
Low
-
Cuts Effective, Not Interesting
Low High
Effectiveness