We think of messaging in three tiers and have different frameworks for each. Product marketing usually collaborates with PR and brand for Level 0 and Level 1, while we own Level 2.
Level 0 Messaging: Highest-level company messaging, found in press releases, first sales decks slides, the “about us” section
- Mission — Your battle cry; why you wake up and work every day
- Vision — Where you’re going if your mission is successful, aspirational and inspirational
- Audience — Who you sell to (be as specific as possible)
- Key Values — Three key value propositions that you provide for your audience (should focus on differentiators to your business)
- Category — The market category you fit into (or are creating)
- Description — Incorporates these elements into a short description or elevator pitch. This is often thought of as your “boilerplate.” Everyone at your company should be able to recite this and be on the same page. (This is easier said than done)
Level 1 Messaging: Highest product-level messaging, found on the website, sales decks, analyst briefing decks
- The flawed way the world works today
- The consequences of this approach
- The market trend making these consequences dire now
- The world after your product
- The benefits of your approach
- Customer proof
Level 2 Messaging: Lower-level product messaging, found on per-product web pages, one-sheets, case studies, and in product-focused demos
- Product name
- Solution family
- Tagline
- Description
- Audience (company size, roles)
- Customer current approach and problems
- Negative business consequences
- New product approach and benefits
- Outcomes with new product
- Use cases
- Customer anecdotes