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Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
7 Answers
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 29
There are a number of messaging framework templates available these days. I shared an article that I like to reference (link is below again); I also suggest you check out posts from Andy Raskin (https://andyraskin.com/) who I've worked with previously or check out this recording of Tiffany Spence......Read More
6236 Views
Steve Feyer
Steve Feyer
Eightfold Product Marketing DirectorJanuary 10
This is a tough one for me because I've tried several things in the last few years that DON'T work. I've used several different "message map" formats, and you can find a lot of examples online. The online formats are good, very professional, well-structured. They are useful ways to think about wh......Read More
1922 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingJuly 15
I find that it depends on the scale of what I’m messaging. If it’s for a small project (a landing page, a video, etc.) I like to go with: * Key message * 3 supporting value propositions, with taglines and descriptions * Supporting points for each of those value props — whether those are uniqu......Read More
1034 Views
Anjali T. Cameron
Anjali T. Cameron
Landed Head of MarketingMay 7
At Upwork we use a feature messaging brief (or initiative messaging for big projects) to communicate everything from the big picture to the fine details to internal stakeholders. The brief typically contains these sections: Feature description (usually includes screenshots), Target audience, Rele......Read More
2278 Views
Grace Kuo
Grace Kuo
Chan Zuckerberg Initiative Product MarketingMarch 5
I love telling a good story...: Background: For internal stakeholders, you really have to set context/background. We are in the weeds with planning day to day for a specific launch or initiative, but you can't expect internal stakeholders to be the same. To help drive messaging home, set the r......Read More
1575 Views
Jiong Liu
Jiong Liu
Wiz Senior Director of Product MarketingAugust 3
I find most messaging frameworks will get the job done here. It's more important to have consistency in using whatever template/framework you ultimately select. This allows your internal stakeholders to really focus on the meat instead of template. This is also very important for our marketing te......Read More
1224 Views
Loren Elia
Loren Elia
Xero Global Head Of Product MarketingJanuary 23
I like to use a 5 question messaging framework: Who am I? What am? Who am I for? Why am I good for you? Why should you buy me here and now? I start by answering these questions. I do user research to really get the insights to answer to "who am I for" and "why am I good for you", and I do......Read More
1776 Views
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Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 29
I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in taking on a huge messaging and positioning project/revamp that typically cuts across multiple teams and stakeholders, which can f......Read More
1340 Views
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Sarah Lambert
Sarah Lambert
Symphony Talent Head of Product MarketingOctober 20
This is a tough one but I would suggest doing a messaging framework for each product and then the platform as whole. This will help to determine what the true value of the platform might be - is it purely that you have the products together in one place or are you mitigating risk by integrating t......Read More
996 Views
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Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 16
The key thing is to do what you just mentioned -- grab attention. Do something different. Either tell a bolder story, take a different angle, focus on a differentiator, or show how other players in the market have it all wrong. This is a never-ending battle because your competitors will likely co......Read More
1672 Views