1.
Product
X
Messaging
Framework
Product
descriptor
statement:
X
is
a
natural
dietary
supplement
full
of
super-­‐food
compounds
that
help
you
lose
weight
by
giving
you
power
over
your
cravings
and
an
overall
feeling
of
energy
and
well
being.
Top
unique
value
proposition:
X
makes
any
diet
work.
Supporting
value
propositions:
X
helps
you
1)
lose
weight
and
feel
beautiful;
2)
feel
better
right
away,
before
you
ever
begin
losing
weight;
3)
lose
weight
quickly
by
taking
control
of
your
cravings;
4)
bring
balance
to
your
diet
and
your
life;
5)
get
the
instant,
natural
boost
of
energy
you
need
to
keep
focused
on
losing
weight
day
after
day
MESSAGING
FRAMEWORK
Target
Audience
List
the
target
audience’s
top
motivations/goals
List
the
target
audience’s
challenges
or
obstacles
that
prevent
them
from
achieving
their
goal
What
product
ingredient
solves
the
challenge?
How
does
that
ingredient
solve
the
challenge?
Provide
detailed
evidence
if
available.
What
are
the
real-­‐world
benefits
of
each
ingredient?
Primary
Target
Audience:
Women
ages
25-­‐45
1.
I
want
to
lose
weight
so
I
can
look
more
attractive.
1.
It’s
difficult
to
eat
healthy
everyday.
I
find
myself
eating
more
than
I
should
or
eating
foods
I
know
I
shouldn’t.
1.
Natural
herb
blend
including
Yerba
mate
leaf
extract,
Guarana
seed
extract,
Damiana
leaf
extract
1.
Yerba
mate.
Yerba
mate
leaf
extract,
in
combination
with
Guarana
and
Damiana
helps
you
lose
weight
because
it
contains
polyphenols
such
as
flavonoids
and
phenolic
acids-­‐-­‐antioxidants
widely
know
to
contribute
to
weight
loss.
It
has
also
been
shown
to
increase
satiety—giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
1.
Guarana.
Guarana
seed
extract,
in
combination
with
Yerba
mate
and
Damiana,
provides
long
lasting
stamina,
endurance,
and
energy.
It
has
also
been
shown
to
increase
satiety—giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
1.
Damiana.
Daminana
leaf
extract
has
1.
No
more
overeating.
X
gives
you
a
natural
way
to
keep
meal
portions
healthy
by
helping
you
arrive
at
that
"full
feeling"
before
you
have
the
chance
to
overeat.
1.
Curb
your
cravings.
And
maybe
more
importantly,
the
natural
herbs
in
X
help
curb
the
cravings
we
all
have
for
sweet
and
savory
foods,
giving
you
the
power
to
keep
your
diet
full
of
the
healthy
ingredients
that
lead
to
weight
loss.
BOTTOM
LINE:
Lose
weight
and
look
beautiful
X
brings
out
the
most
beautiful
you
by
helping
you
take
control
of
what
you
put
in
your
body
so
you
can
be
thinner,
healthier,
and
happier.
How?
With
a
blend
of
natural
herbs
that
give
you
power
over
the
cravings
that
keep
you
from
losing
weight.

2.
also
been
shown
to
increase
satiety—
giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
2.
I
want
to
lose
weight
so
I
can
feel
better
and
fill
my
life
with
the
activities
I
love-­‐-­‐enjoying
my
family,
etc.
2.
Every
day
is
so
stressful
and
tiring,
I
don't
have
the
energy
or
focus
to
really
be
consistent
with
my
workouts
and
diet.
2.
Natural
herb
blend
of
Yerba
mate
leaf
extract,
Guarana
seed
extract,
and
Damiana
leaf
extract
2.
Energy
and
mood
enhancing
formula
including
methylxanthine
Natural
herb
blend
2.
Yerba
mate.
Yerba
mate
leaf
extract,
in
combination
with
Guarana
and
Damiana
helps
you
lose
weight
because
it
contains
polyphenols
such
as
flavonoids
and
phenolic
acids—antioxidants
widely
know
to
contribute
to
weight
loss.
It
has
also
been
shown
to
increase
satiety-­‐-­‐giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
2.
Guarana.
Guarana
seed
extract,
in
combination
with
Yerba
mate
and
Damiana,
provides
long
lasting
stamina,
endurance,
and
energy.
It
has
also
been
shown
to
increase
satiety—giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
2.
Damiana.
Daminana
leaf
extract
has
also
been
shown
to
increase
satiety—
giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
Energy
and
mood
enhancing
formula
2.
Methylxanthine.
Methylxanthine
is
a
substance
found
in
foods
we
eat
commonly,
like
coffee.
When
we
2.
No
more
overeating.
X
gives
you
a
natural
way
to
keep
meal
portions
healthy
by
helping
you
arrive
at
that
"full
feeling"
before
you
have
the
chance
to
overeat.
2.
Curb
your
cravings.
And
maybe
more
importantly,
the
natural
herbs
in
X
help
curb
the
cravings
we
all
have
for
sweet
and
savory
foods,
giving
you
the
power
to
keep
your
diet
full
of
the
healthy
ingredients
that
lead
to
weight
loss.
Feel
better
right
away,
before
you
even
begin
losing
weight.
2.
More
energy.
X
contain
a
mixture
of
some
of
the
most
powerful
compounds
found
in
the
super
foods
like
nuts,
lentils,
and
cacao,
giving
you
a
natural,
long
lasting
surge
of
energy
so
you
can
enjoy
a
more
healthy,
balanced
life
even
before
you
begin
losing
weight.
2.
Mood
enhancer.
X
is
full
of
the
compounds
that
nature
uses
to
put
you
in
a
better
mood.
Whether
it's
keeping
the
focus
and
motivation
you
need
to
continue
losing
weight
day
after
day
and
week
after
week,
or
simply
enjoying
a
feeling
of
overall
contentment
and
well
being,
the
natural
ingredients
in
X
just
make
you
feel
better.
BOTTOM
LINE:
Feel
better
as
you
lose
weight

3.
consume
methylxanthine,
we
enjoy
two
major
benefits.
The
first
is
the
thermogenic
effect,
where
the
body
uses
more
energy
as
it
digests
food,
leading
to
weight
loss.
The
second
is
natural
mood
boosting
properties
like
increased
contentment
and
alertness.
X
brings
out
the
most
beautiful
you,
helping
you
lose
weight
so
you
feel
younger
and
healthier
than
you
have
in
years.
How?
With
a
blend
of
natural
herbs
that
give
you
power
over
your
cravings
as
well
as
a
boost
of
energy
and
well
being.
3.
I
want
to
get
committed
to
a
healthy
diet
that
helps
me
lose
weight.
3.
I've
tried
diets
before
and
they
haven't
worked.
3.
Natural
herb
blend
of
Yerba
mate
leaf
extract,
Guarana
seed
extract,
and
Damiana
leaf
extract
Natural
herb
blend
3.
Yerba
mate.
Yerba
mate
leaf
extract,
in
combination
with
Guarana
and
Damiana
helps
you
lose
weight
because
it
contains
polyphenols
such
as
flavonoids
and
phenolic
acids—antioxidants
widely
know
to
contribute
to
weight
loss.
It
has
also
been
shown
to
increase
satiety—giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
3.
Guarana.
Guarana
seed
extract,
in
combination
with
Yerba
mate
and
Damiana,
provides
long
lasting
stamina,
endurance,
and
energy.
It
has
also
been
shown
to
increase
satiety—giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
3.
Damiana.
Daminana
leaf
extract
has
also
been
shown
to
increase
satiety—
giving
you
a
feeling
of
being
full—by
slowing
gastric
emptying,
the
rate
at
which
the
food
in
your
stomach
empties
into
your
intestines.
The
effect
is
a
suppressed
appetite
during
meals.
X
will
make
any
diet
work.
X
isn’t
a
shortcut
to
losing
weight.
It’s
a
natural
supplement
that
helps
you
get
the
most
out
of
your
diet.
In
fact,
it
has
the
amazing
effect
of
making
almost
any
diet
work.
Studies
have
found
that
96%
of
people
who
simply
added
X
to
their
diet
lost
an
average
of
11
pounds
in
about
six
weeks—regardless
what
they
ate.