What messaging framework do you use?

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 Spencer doing a talk at Heavybit. It's a handful of years old, but still relevant: https://www.heavybit.com/library/video/getting-to-a-messaging-framework-and-value-prop/.  More than having the right template, ...Read More

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 what you are saying & why you're saying it. But I find that my audiences internally struggle to use them, no matter the exact format. Even reinforcing with video training, quizzes, prizes, etc., hardly ...Read More

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, Release and go-to-market plan, Key messaging (2-3 sentence blurb for customers that clearly explains the benefit and if any action is required), Ongoing marketing efforts beyond the GTM, and FAQs.Through some missteps ...Read More

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 competitive analysis to understand what differentiates us from other companies and create urgency. The answers to "who am I" and "what am I" revolve around branding and also being able to describe the escence o ...Read More

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 unique differentiators, supporting features, and/or reasons to believe/proof points I like to use the following table structure: https://www.dropbox.com/s/x1catf2yn6zh451/Screen%20Shot%202021-07-14%20at%209.59.54%20PM. ...Read More

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 right context.  What's the problem? Paint the problem that you're trying to solve, but sometimes what works best isn't just a statement of "We are trying to improve the checkout process..." but tell them a s ...Read More

Yes! There is a template attached to the AMA that I use with my team at Shopify. You can also create your own with these guidelines in mind. Separate your audiences Write a really strong main value proposition for each audience. This is the main message you want to get across. Make sure it is outcome and benefit focused. Support your main value proposition with 3-4 pillars. Each supporting pillar should have a few messaging points to explain how the product helps users achieve this outcome. Add ...Read More

There's only one framework that I've ever needed in my career as a product marketer and it's sort of motherhood and apple pie: Start with the customer insight written as if you were them (i.e. "I have xyz problem and really wish there was abc solution to help me.") Write out your benefit statement that aligns to your customer insight. Keep it single minded, otherwise known as an SMP - Single Minded Proposition. And your benefit can be emotional, or it can be functional, depending on the space yo ...Read More

I'll give a spicy answer here. Build your own messaging framework. Sure you can borrow from things you see online, but you'll learn a lot about what feels essential to include when you work through the process on your own. Frameworks only get you so far. You have to know what you need for your particular launch, your company, and your stakeholders. I rarely use the exact same messaging framework, but I usually include a few consistent things: One headline message summary. Three value prop pillar ...Read More

These are the steps I think through when crafting messaging: What is the story I'm trying to tell and to whom? Why is my brand telling this story, and why now? What's the user promise and user benefits? What action do I want users to take? This outline not only helps me identify the key points I want to make, but it's a means of getting internal buy-in. When your team understands how you got there and how you considered the product as part of the messaging, they can better align with your vision ...Read More

There are different ways to set up your messaging framework, and you want to make sure it's tailored to your buyer, company, product, and goals. That will help determine which sections you need. For example for product messaging, we use the following sections: Value proposition Differentiators Capability/Use Case Feature Benefit Proof points For solution or persona messaging, we use the following sections: Solution Outcome or Persona Value Prop Driver (what we call Capability/Use Case) Product P ...Read More

The positioning framework I teach, and use was created by my partner (now retired) when he was at Microsoft in the late 80s. He created the framework because none existed at the time. It was used to position and launch Windows 3.0, SQL Server, Visual Basic, C++ and Word for Windows. I engaged my partner several times after he became an independent consultant including when I was director of product marketing at Navision (now owned by Microsoft) in Denmark. We used the framework to position 12 so ...Read More