Marketing Messaging Frameworks (That Actually Work!)
Imagine watching a trailer for a movie. You see action, romance, drama, suspense — then a bunch of disjointed conversations and shots that don’t seem to connect to any other scenes. Your reaction will likely range from puzzled to swearing that’s a movie you’ll never see. That’s because the trailer’s message was totally unclear. Whoever made it didn’t understand the audience, the story of the movie, or even why it had been made.
Now, apply the same principles to marketing your tech offerings. If you don’t define the purpose of your app and who it’s for, your marketing messaging will always flounder. Building a marketing messaging framework as early as possible helps cement those definitions and get you noticed by both customers and investors.
Nail the Basics: Mission Statement, UVP, Elevator Pitch
Any great product or service needs to communicate to potential users why they need it. That’s why you must pinpoint and document the following three key points as early as possible:
Mission statement: What’s the purpose of your app or platform or what’s your overarching goal as a tech startup? How will it make the world or your industry better?
Unique value proposition (UVP): What’s the unique benefit your product brings or what problem does it solve?
Elevator pitch: Can you explain your product or service in under one minute? That’s your elevator pitch, and it should center the customer’s pain point.
To optimize your elevator pitch, you need to truly understand your target audience’s needs, which brings us to our next messaging framework tip.
Align Messaging With Ideal Customer Profiles
Your ideal customer profile (ICP) is an essential marketing tool. It goes beyond broad target audience definitions to narrow down exactly who your perfect buyer is. Once you understand who needs your product or service, you can tailor your marketing messaging framework to put them at the heart of everything you do.
A huge 57% of B2B content marketers state that their biggest challenge is aligning content with their desired audience. With a messaging framework that tightly defines that audience, you can eliminate this problem and edge ahead of competitors who aren’t speaking to the right people.
Guide Your Brand Voice
Once you’ve built the right messaging framework, use it to guide every communication with your customer. Create a brand personality that echoes your startup’s values and goals — get that mission statement driving everything you do.
Apply your brand voice to everything from investor pitch decks to social media comments. Brand consistency equals brand recognition — and consistent business growth.
Final Word
There’s no “one size fits all” messaging strategy because every business is different — in fact, your core differentiators should be right there in your framework. If you need guidance creating the right messaging framework for your tech startup, book your free 15-minute introductory call with a marketing expert to learn more.
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