There are a lot of messaging frameworks out there. If you are on the hunt for templates, check out the Product Marketing Alliance or April Dunford's website (Obviously Awesome is a must-read of Product Marketers).
In general, a messaging doc should be the single source of truth and act as the building block for any external-facing language used in your marketing. Also, it's likely that you won't always be there to walk folks through the document, so it should be as clear and self-explanatory as possible.
With that in mind, I like to include the following in a messaging document:
- Customer insights
- Product details
- Value proposition
- Key messaging idea
- Key benefits
- RTBs
- Dos and Don'ts (usually informed by your legal team)
Content
Credentials & Highlights
Sr. Director Product Marketing at BlueVine
Product Marketing AMA Contributor
Lives In Los Angeles, California
Knows About Messaging, Influencing the Product Roadmap, Product Marketing vs
Product Management, ...more