How can you create a messaging framework that resonates with your customers?

2 Define your value proposition

The next step is to define your value proposition, which is the core message that summarizes why your customers should choose your product over others. Your value proposition should answer the questions: What problem do you solve? How do you solve it? What benefits do you provide? And what makes you different from your competitors? Your value proposition should be clear, concise, and compelling. It should highlight the unique value that you offer and the outcomes that you enable for your customers.

4 Develop your message pillars

The fourth step is to develop your message pillars, which are the main themes that support your value proposition and positioning statement. Your message pillars should address the key benefits, features, and emotions that you want to communicate to your customers. You should have three to five message pillars, each with a headline, a description, and a supporting evidence. For example, a message pillar for the productivity app could be: "Stay organized and focused: X helps you manage your tasks and projects in one place. You can create lists, assign priorities, set deadlines, and track progress. X also syncs with your calendar, email, and other tools to keep everything in sync."

5 Write your elevator pitch

The fifth step is to write your elevator pitch, which is a short and catchy summary of your product that you can use in various situations. Your elevator pitch should include your value proposition, your positioning statement, and one or two message pillars. It should be easy to remember and deliver. It should also spark interest and curiosity in your audience. For example, an elevator pitch for the productivity app could be: "X is a productivity app that helps busy professionals stay organized and focused. It lets you manage your tasks and projects in one place, with a simple and intuitive interface, a smart scheduling feature, and a seamless integration with other tools. X is the ultimate app for getting things done."

6 Test and refine your messaging framework

The final step is to test and refine your messaging framework, based on the feedback and results that you get from your customers and stakeholders. You should use your messaging framework as a guide, not a script, and adapt it to different channels, formats, and contexts. You should also measure the impact of your messaging framework on your key metrics, such as awareness, engagement, conversion, retention, and satisfaction. You should iterate and improve your messaging framework as you learn more about your customers and your market.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?