How to Create Great Messaging

THE ART & SCIENCE OF MESSAGING

MARK EVANS ME CONSULTING

MESSAGING ISYou need it to connect with customers, investors, potential employees, the press, etc. and if you don’t have a simple, compelling message, they won’t bother to learn more.- David Skok

>The averager person sees or hears 100,000 words/day of content

WHAT IS GREAT MESSAGING?

Simple.Compelling.Specific.Differentiated.Defensible.

Des Traynor, Intercom

MESSAGING

How how can it really be to tell

people what you do, who you

serve and why it matters?

MESSAGINGIS DIFFICULT

Startups struggle due to 2 reasons:- They product-centric (love to talk about product,

features, price), rather than customer-centric- They don’t know their customers well enough.

Many don’t have buyer personas.

MESSAGINGFRAMEWORK

DISCOVERYThe brain

dump

RESEARCH Looking at the

competitive landscape

BRAINSTORMING Focusing on ideas, words

and phrases

MESSAGINGDrawing a line in the

sand

TESTINGWhat do others think?

POLLINATIONSpreading the word

A case study:

Our overall message didn’t match our sales pitch.

At first, this was on purpose. Then, it was holding us back.

Here is where we started.

No storytelling.

Message was boring.

Not seen as thought leader.

Picked“scrappy”.

It’s in ourDNA!

SCRAPPY

Tested it.

SCRAPPY

Failed.

Created trust issues.Made us look small.

We killed it. And any similar words.

Prospects said their mission was to have great customer experiences.

Settled on “happiness”.

Happy employees sell the most.Happy customers stay for life.

We tested it during sales process. It worked!

Now it’s our theme. Everywhere.

Making people laugh.

Illustrations

Security doc

Cards

Activities

Messages should affect everything.

[email protected]

416-669-7028

[email protected]

647-317-4159