Messaging

Let's assume we secure a meeting with a top-tier journalist. What will you say? For many spokespeople, the default answer is "I'll tell them what we do." That sounds good, but in fact is literally the last thing you should say.

Why? Because journalists would prefer not to learn about a new company if they can avoid it. It's difficult, takes time, and most new companies fail anyway.

WHY SHOULD THEY BOTHER LEARNING ABOUT YOU?

And that is precisely the question you must first answer. You need to show the journalist why they must know about your company. Do so and they'll want to know what you do. And at that point you'll be ready to tell them, assured that they'll be listening.

This is the objective of Connect's messaging process. We have developed a methodology that helps you articulate your story in a way that ensures the media is, first, motivated to hear what you do and, second, understands what you do. Here's how...

THE FIVE QUESTIONS YOU MUST ANSWER

To create this desire, you must answer four simple questions, which we describe below. If you do that, they will then actively want you to answer the fifth question: What you do.

  1. Need. What is the need that causes customers to take time away from their busy schedules and evaluate solutions such as yours? A subset of this question is: Who is the customer?
  2. Drivers. What are the global market forces which drive this need to be more acutely felt tomorrow than yesterday?
  3. Alternatives. What alternatives are available to the customer to meet the expressed need?
  4. Shortcomings. How do existing alternatives fall short?

THE PROCESS

  1.  Messaging session. We will spend three hours and brainstrom the answers for the first four questions.
  2. Connect Marketing will create a Messaging DNA document which contains:          a. A full summary of the session 
        b. A narrative that tells your story
  3. After you review this document, we reconvene on the phone and gather your comments
  4. Based on your comments we finalize the Messaging DNA.
  5. If necessary, we repeat steps 3 and 4 until complete.

PRODUCT-LEVEL MESSAGING PROCESS

One of the key parts to the Messaging DNA is a 4-quadrant graph that shows how you are differentiated from your main competitors. There are two axes on this chart, each representing a core differentiator. The product level messaging builds on these two axes in two important ways:

  1. In order to make your positioning credible, you need to quantify which features support your superiority on each axis.
  2. In each case we decide that there is one or more competitors who share your quadrant, we need to show how you are superior to them in terms of benefits/features.

OUR PROCESS TO DETERMINE THIS IS AS FOLLOWS:

  1. We will brainstorm what the important benefits/features are which support each axis for each of your products.

2. We will brainstorm what additional benefits/features (if any) that are important to differentiate each product from its main competitors.

3. For each product we build a matrix where the rows are competitors ( and you ) and the columns are the benefits we listed. For each we assign a rating (0%, 25%, 50%, 75% or 100% supplies this benefit). This will eventually be represented with a circle that is 0%, 25%, 50%, 75% or 100% colored - in.

4. Connect then prepares a document that contains this information for each product, as well as a short summary.

5. After you review this document, we reconvene on the phone and gather your comments.

6. Based on your comments we finalize the Product-level messaging.

7. If necessary, we repeat steps 3 and 4 until complete.

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