I like to use a 5 question messaging framework:
Who am I?
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...more
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...more
Director of Product Marketing, Udemy for Business at Udemy
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...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 wh...more
"Even reinforcing with video training, quizzes, prizes, etc., hardly moves the
@Stephen Feyer [/profile/stephen-feyer], what do you mean when you say "hardly
moves the needle"? You had a process in place to measure how much internal
stakeholders were learning? Could you share a bit mor...more
Senior Director of Corporate Marketing at Handshake
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...more
Director of Product Marketing, Customer Identity at Okta
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...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 uniqu...more