You’re Messaging Framework: What It Is, Why You Need One, and How to Build It

Whether you are starting a business, product, or service, the message structure is an important element that you cannot live without.

The message structure contains the reason for the existence of your company. Practicing creation can help you better understand your business, not just what it does, but how and why. It also helps to communicate everything to the market.

What is a message structure?

A message structure is a structured representation of what your company and products represent. Exercising the structure is a systematic way of defining added value for customers.

In addition to communicating what, why, and how to do your business for your target audience, it also becomes a step-by-step guide to understanding the true value of your business.

Why do you need a message structure?

Remember the familiar saying, “The journey is more important than the destination” when determining the structure of your message. By sending the process of imagining, formulating, and articulating your company’s central message, you can better understand your offer and the value it adds to customers, creating a strong sense of commitment to your business. A well-formed structure should give all stakeholders in the company – from product and marketing to sales and customer service – a better sense of purpose and lay the foundation for its mission.

A message structure is also the foundation of all your content efforts – it is a starting point for marketing campaigns, sales content, white papers, and website pages.

Right now…

  • Customers know who you are and how you differentiate yourself from other companies.
  • Sales knows the most important differentiating factors.
  • Marketing has a good basis for future sources of content.
  • All teams are by the company’s purpose and mission.

The fact is that B2B shoppers now complete 70% of the purchase journey using their own independent survey before even speaking to a sales representative, which means that your message is more relevant than ever.

And with the messages coming together, marketing and sales teams are much more likely to close deals and are much more efficient at it.

Try it out: invite members of all your teams to come together and ask the department representative some questions…

  • What are we doing?
  • What is our goal?
  • Who are our customers?

In most cases, you will hear different responses from each representative. This series of responses means that there is an alignment gap. A clearly defined message structure fills the gap and puts everyone on the same page.

How do you create a message structure?

  1. Talk to decision-makers

Make an appointment with each of the interested parties: CEO, CTO, CMO, and Head of Customer Support. During the meetings, listen to your ideas about the business value of the company and the intended customer; try to create an alignment around each concept. Then, talk to the sales, marketing, and product teams to understand the understanding of each customer’s team. In-depth discussions are an important exercise in creating and ensuring alignment and providing the data that indicates whether your message is correct and effective.

  1. Understand the customer

Commercial messages should reflect not only the opinion of the company itself but also the opinion of customers, especially about the value you provide them. Go deeper to gain a different understanding of who your customers are – call them directly, complete a survey and talk to different stakeholders in your organization.

  1. Study your competitors

Understanding the market is essential to define your value proposition. If a visitor offers you a similar service, are you doing better or have features that your competitor doesn’t have? A detailed analysis of your competitors’ messages will give you an idea of   the tone (playful, professional, friendly, authoritative?) And the language to use. View case studies and testimonials from competitors to better understand your messages and customers.

  1. Determine the DNA of your message

The DNA of the message consists of the fundamental elements that support the pillar structure: the unique values   of your brand and the benefits for the customer. This must be repeated in all communications. In my company, the pillars are, for example, coordination (internal and external), competence (in product and technology marketing), and reliability (which acts as a broad marketing arm for our customers).

The pillars of the company must reinforce all messages at all stages and in all media and campaigns.

  1. Identify the weaknesses of the most important messages

Don’t dance around the purpose of your message – a good salesman will go straight to the carotid artery! The company behind a website that contains a lot of information, but does not provide a clear conclusion, probably did not create a message structure.

Mapping messages to your customer’s pain points is a winning formula. Defining messages in the structure before creating assets sets the tone not only for your marketing team but also for your sales representatives and support team.

What messages should you have?

After completing the steps above, you are ready to start writing. Align your teams with your overall structure and work on the following resources:

  • Summarize what your company does in 25 words. This is especially effective if you are creating a website. Look for words that describe who you are and what you do, and get your potential leader’s attention in the first five seconds.
  • Write an engaging and informative description of your business between 55 and 100 words and discuss your business objectives, mission, history, and accomplishments in depth. The height of an elevator is especially useful for the PR team and executives, who need to use the same phrases to reinforce the company’s brand and values.
  • Business promise. Define in ten words or less what you want people to remember about your business. In many cases, the slogan is the brand promise. In the case of my company, the promise is: “Layout is at the center of everything we do”; it is not only aimed at customers but also to strengthen our alignment message internally.
  • Mission statement. This is a difficult problem that many companies and startups prefer to avoid. The mission statement is a bigger idea than the brand promise; it implies the impact that your organization wants in your community, society, or world. Defining it requires a lot of introspection and a deep understanding of the business, so it usually comes from the leaders of the company.