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A look at how startups can create clear and well-articulated messaging. This presentation explores the value and challenges in creating messaging, as well the processes to create it.
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Messaging 101
January 22, 2014
“You can have everything in life you want, if you will just help other people get what they want.”
- Zig Ziglar
What do you do?
How are you unique?
Why should I care?
What is Messaging?
Lets companies effectively talk about their products and the key benefits to the right target audiences.
Messaging (aka Core Messaging)
Why is Messaging Important?
• Answers the “So What?” question• Highlights your unique qualities• Differentiates your from rivals• Positions you within the marketplace
Sets the Table for Marketing
Perception is Reality
Photo credit: http://bit.ly/1fRu9fK
Why is Messaging So Challenging?
A Lack of Perspective
Sadly….It’s All About You
"I don't know how to put this, but I'm kind of a big deal.” - Ron Burgundy
Unclear What You Actually Do
Spotlight on Features, Not Benefits
vs.Features Benefits
How to
Messaging
Make the Customer King
Put Yourself in the Other Person’s Shoes
Photo credit: http://bit.ly/1jofiaF
Collect Ideas from Everyone
100 blog post ideas in less than
5 hours – via Marcus Sheridan
(aka The Sales Lion)
Be Open to New
Get Unbiased Perspective
The Messaging Process
Discovery
What do you do?
What do you do?
What problems are you solving?
What do you do?
What problem are you solving?
Who needs it?
What do you do?
What problem are you solving?
Who needs it?
What’s in it for me?
Competitive Ecosystem
Financial management
Financial software School fund
accounting needs• Integrated solution• Control of budgets
& spending• Sophisticated
workflow
• Integrated accounting and payment platform
• Fraud prevention• Clean audits
• Integrate important financial, budgeting and procurement data
• Centralize tasks and processes
• Real-time insight
• Amazing productivity• Better technology
• Solutions that help schools to maximize their resources
• Seamless integration
Talk to Customers or Potential Customers
Target Audiences
Be Different, Unique…or Both
Photo credit: http://bit.ly/1eNhhBZ
Draw a Line in the Sand
What are the goals for the blog?How will you measure its success?
Messaging
Key Benefits
Value Propositions
Leading Features
Boilerplate
Elevator Pitch
Positioning Statement
The ThreeC’s
One More Thing………
Never. Stop. Tweaking.
ResourcesHow to come up with value propositions when what you sell isn’t uniquehttp://bit.ly/1hVbvU8
SWOT Analysis – How to do it properly!http://bit.ly/1dOD8qQ
The value of value propositionshttp://www.markevans.ca/2013/10/29/value-value-propositions/
For startups, perceptions is realityhttp://www.markevans.ca/2014/01/14/perception/
Why Simple Websites are Scientifically Betterhttp://conversionxl.com/why-simple-websites-are-scientifically-better/