What are good messaging framework resources that you use?

MESSAGING FRAMEWORK

Andy Raskin broke down our Zuora messaging framework perfectly: The Greatest Sales Deck I’ve Ever Seen

This messaging framework we use has 5 elements: 

• Name a Big, Relevant Change in the World
• Show There’ll Be Winners and Losers
• Tease the Promised Land
• Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land
• Present Evidence that You Can Make the Story Come True

Another good messaging framework Andy Raskin breaks down well is a keynote by Elon Musk 

Elon’s framework also has 5 elements: 

• Name the enemy
• Answer “Why now?”
• Show the promised land before explaining how you’ll get there
• Identify obstacles—then explain how you’ll overcome them
• Present evidence that you’re not just blowing hot air

At Zuora, we use a version of both of these frameworks in all our messaging. 

POSITIONING FRAMEWORK

Positioning also has its own framework. Notable resources are “Crossing the Chasm” by Geoffrey Moore and “Positioning” by Al Ries.

A positioning statement has 7 elements: 

• For [target customers]
• Who [statement of need of opportunity],
• The [product name]
• Is a [product category]
• That [statement of key benefit].
• Unlike [primary competitive alternative],
• Our product [statement of primary differentiation].

ELEVATOR PITCH FRAMEWORK

A elevator pitch has 4 sentences: 

• What the customer is trying to do
• Highlight the pains of trying to get there
• Why this pain is happening
• How we help

Good overall book Kyle Christensen, Zuora’s CMO, recommended to me is “Made to Stick” by Chip Heath & Dan Heath. Lots of good frameworks on making sure your ideas stick! I read it 10 years ago and I'm actually reading it again right now.