Marketing Messaging: A Simple Framework for Better Conversion!
With the right Marketing Messaging you can increase your conversion in a simple way. How do you fine-tune your Marketing Messaging? Follow the framework in this article and test it systematically in practice!
Marketing Messaging: What is it?
Marketing messaging is the way you communicate with the market. It is the ‘signal’ you want to send about your company and products. These are the words, the phrases and even the images you use in your communications. Marketing messaging for a company or brand is called Brand Messaging. Under a brand, several products can be offered, each with their own messaging. This is called Product Messaging.
Marketing Messaging Framework
Why do you need the Marketing Messaging Framework?
- Are you still at the beginning of the ‘go to market‘ of your product? Then the framework will help you make a pragmatic and good start in your communication.
- Do you already have a product on the market? Then the framework is an excellent mirror of your current marketing messaging. For example: do you have a clear picture of your personas? How have their needs and preferences changed? What are the unique points of your product? What evidence do you have of this?
- The framework helps you communicate consistently across all your channels. This is especially useful if you work in a team with several marketers. And indispensable if multiple teams work on messaging.
Brand Messaging: What is it?
Brand messaging is the way you communicate with the market about your brand. Your Brand Messaging ensures that customers trust you and want to buy from you. It makes potential customers feel connected and recognise themselves in your brand. You achieve this through storytelling. Tell why your brand or company exists. Potential customers are mainly interested in what value you add to their lives. The most successful brands even achieve that their target group identifies with their brand.
Brand Messaging Framework
The Brand Messaging Framework consists of the following components:
There are many different views on what makes a good mission statement. I find this the most useful: “A Mission Statement is a description of what you stand for. A mission statement is timeless and describes in a pure way what you do and your most important core values. A good way to test your mission is to ask yourself: with what big idea was the company founded? Provided there have been no major pivots, this is where you get your mission.
A vision statement describes how you will fulfil your mission. To give a definition: “A Vision Statement is what you are going for. It describes the dot on the horizon and is time-bound.
Value Proposition - General
In a Value Proposition you describe how your product ‘fits’ in your market. As a minimum, you describe to whom you offer which product and what value this offers. You can also add how you distinguish it from your main competitors.
A tagline expresses in a few words what your target audience can expect from you. A tagline -if well chosen and repeated often- ensures that your target group remembers what they should come to you for. And what not.
Product Messaging: What is it?
Product Messaging Framework: the Persona Part
Name your most important Persona here. Do you have more? Then name them all. Fill in the Product Messaging Framework per Persona. The more specific you can be in your messaging, the greater the chance that your message resonates with your target group. With a more specific message you reach a smaller part of the market. But the part that you reach will think: “Yes, this is exactly what I need!
Value Proposition - specific
In the Brand Messaging, you have already described a generic Value Proposition. Now ‘tailor’ this Value Proposition for each Persona. In particular, describe the unique benefits your product offers for each Persona.
Describe the goals that your persona has. What does your Persona want to achieve? These do not necessarily have to be tasks supported by your product. It is about understanding what is important for your Persona. This also gives perspective on how your product fits in. Is it crucial for your Persona to achieve his or her goals? Does your product play a supporting role? This understanding helps you to formulate the right message.
In this section you describe what your Persona needs in order to achieve his or her goals. For example, a Persona needs flexibility or security. Understanding your Persona’s natural tendencies helps you to choose the right messaging for them.
This section is the opposite of what you have described under ‘needs’. Here you describe what your Persona is trying to avoid. The pain points that he or she is currently experiencing in his or her daily work.
Jobs to be done
Here you describe which tasks your Persona carries out that are important for your product. It is not necessary to make a complete job description. What matters is that you have a clear picture of the tasks of your Persona that you support with your product.
Product Messaging Framework: the Product part
In this section you describe which main features your product offers. Here too, Less is more. Limit yourself to the features that are important for the ‘jobs to be done’ for your Persona.
Few potential customers will choose you, simply because it is similar to what they were used to. At most, they will be forced to look for an alternative when your competitor stops business. Therefore it is important to describe the advantages of your product compared to the current way of working of your Persona.
You make your messaging more powerful if you can back up the benefits you claim with evidence. Suppose you claim your product saves time. Can you then research how much time your product saves? A claim that your product saves, say, 120 hours per month, or 30% of the time, is much more powerful than the general statement “Our product saves you a lot of valuable time”.
Social proof is also valuable. Think of case studies, quotes and interviews with satisfied customers.