Core Messaging
Stand Out from the Crowd
Core Messaging, which includes both company and product/service-level messaging, is a critical foundational element for how your company presents itself to the market and your buyers. Messaging that is strong, clear, and consistent allows you to stand out in the market and compels your target buyers to act, by first engaging with you and, ultimately, choosing you over your competitors. Accomplishing this requires a deep understanding of your:
· Business strategy and market focus
· Key strengths/competitive differentiation
· Product and/or service features and benefits
· Target buyers’ pain points and key buying criteria
Taking the time to clarify and deeply understand these things enables the development of the foundational messaging tools that will empower you to create much more compelling, consistent, and effective marketing and sales content.
Once these foundational tools are in-hand, you can use them to develop or update your company and product content (e.g., website content, product collateral, sales presentations, marketing campaigns, etc.) in-house. Alternatively, LevelUp can take this burden off your internal resources and develop any needed content for you.
Foundational Tools
Brand Framework – Based on an understanding of your company’s business strategy, market segmentation, and key strengths/brand drivers, the Brand Framework formalizes and presents your company’s brand pillars, brand positioning, core statements, and brand personality attributes. This provides the basis for all company-level messaging going forward, ensuring accurate, consistent, and compelling messaging that is aligned with company strategy and based on true differentiation. The framework can also be leveraged to develop an aligned visual brand identity.
Buyer Personas – Based on interviews with your Sales team, as well as directly with target buyers, LevelUp can develop high-level profiles of your target buyers that include an aggregate view of key information, such as typical professional background and reporting structure; potential business titles; their business responsibilities, pain points, and buying criteria; and, for more complex, group consensus purchases, each persona’s unique role in the buying process. This information helps in the formulation of product/service messaging that speaks directly to each buyer’s pain points and buying criteria and provides an easy reference to help Sales identify and better understand who they are speaking to during the buying cycle.
Messaging Map – Leveraging the buyer personas, as well as a deep understanding of your product’s features, benefits, and competitive differentiation, LevelUp will develop a detailed messaging map that provides clear, compelling product/service descriptions, as well as persona-specific value propositions, with proof points to support them. This document then acts as the official messaging reference guide for the development of any content about the product/service, ensuring consistency across all deliverables.
