Marketing Tools that Matter. This is Module 1 of 5 in the series that helps you build your own messaging framework. Easy step by step action marketing managers can take to build strong messaging along with tips to align your project with other key stakeholders within your organization.

1. Marketing Tools that Matter™
5 steps to building your message framework

2. 5 Steps to Messaging that Matters
This series designed to help you create compelling messaging for your organization. Each Step
contains three slides of specific actionable tasks to help focus your attention on accomplishing the
key actions that move your messaging project forward.
Each module is focused on one of the five action areas below:
Document
the Context
Discover
your Truth
Define the
Message
Align Your
Organization
Validate the
Message
At the end of this series you will have a completed messaging framework to share within your organization and with agencies
and vendors responsible for building and developing your collateral materials.
Who should use this?: Enterprise or mid-market corporate marketing managers and program managers. All individuals
interested in building consistent, aligned messaging and story points throughout their marketing collateral and assets.

3. Step 1 Overview
Document
the Context
Discover
your truth
Define the
message
Align your
organization
Validate the
message
Goal: At the end of Step 1 you will have built the first section of your messaging framework. This section
outlines the context for the messages you will build.
Situational
Analysis
Target
Audience (s)
Current
Perceptions
Pain Points
Summary

4. Step 1 – Document the Context
Document
the Context
Discover
your truth
Define the
message
Align your
organization
Validate the
message
How To Begin
Describe the current situation your business, product or service is facing within the marketplace
•
•
Summarize the business objective you are seeking to achieve and the context for your positioning statement.
Describe the opportunity or problem that exists within the marketplace or industry related to your company, product
or service and, if applicable, your team’s goals for messaging the solution, initiative, or campaign to your audience.
Describe the target audience
•
Be specific and detailed. Identify key traits and habits of this buyer audience.
Identify customer pain points
•
•
What need/gap exists within the marketplace?
What problems, from the customer perspective, are your customers facing?
Identify key perceptions your messaging will help influence or overcome
Success Tip: Print the template on slide 6 to complete this section

5. Step 1 - Plan
Document
the Context
Discover
your truth
Define the
message
Align your
organization
Validate the
message
Your Turn – Complete this section for your company, product or service
Situational
Analysis
Target
Audience (s)
Current
Perceptions
Pain Points
Summary
Next Step: Complete Step 2 – Discover Your Truth
Success Tip:
Identify and schedule interviews with your project stakeholders and subject matter experts before moving on to Step 2

6. Situational
Analysis
Target
Audience (s)
Current
Perceptions
Pain Points
Summary