You're at a network reception when a prospect walks up to you and asks, "tell me about your new product". What do you say. Your sales reps are setting up appointments to introduce your new product. What do they say? Your CEO is asked to keynote an important conference. What should she say? When the answers to these questions are left to chance, you are bound for disappointment. As marketers and product managers, the words we use are our most important tools. So, why is it that many times the words are never written down, forcing your company employees to make up their own version of your product story? Luckily, there is a better way.
The secret to crafting your core messaging strategy and your "elevator pitch" is called the Message Box. It's a simple, yet powerful exercise that will help you focus your story and align your company so everyone can tell the same, compelling story with passion and confidence.
During this 90-minute course, complete with 11 lessons and 12 exercises, you'll quickly become a master of messaging. This is a must-have technique for driving lead generation activities that engage your prospects and speed them through their buying cycle.
Lesson 1 requires you to perform a quick assessment of your current B2B messaging. This lesson walks you through 3 important self-assessment exercises. In order to know how to build better B2B messaging, it's critically important to know where your current messaging is weak. These assessment exercises will provide you with important clues on how and where your B2B messaging can be improved. Do not skip this lesson!
Messaging starts with a clear understanding of who you are talking to. This is where the magic of the persona comes into play. Review the persona and download the template.
The goal of any marketing campaign is to engage your target audience in a dialog. The engagement message is the first of 4 key messages that make up the Message Box.
The Solution Criteria Message is an opportunity for thought leadership where you can help guide the prospects with a criteria for evaluating potential solutions that solve their business problem presented in the "Engagement Message."
The "Product Reinforcement Message" is all about your product or service. This is where you tell your person why your product or service is the best option for meeting the conditions specified in the "solution criteria" message.
The "Value Message" is where you tell the persona how and why their life will be back to normal, or better than normal, as a result of using your product or service.
Lesson 7 explores in details 3 "Message Box" examples introduced in the earlier lessons. Now, we'll look at how the message elements fit together to build the most effective set of messages that entice the target audience to respond, "Tell me more!"
Be sure to download the two files. These will help you follow the video.
Now that you've created your "Message Box", here's a fun fast exercise for creating a headline or other summary statement.
The "Message Box" reflects a hierarchy of messages, that is, an order of messaging that builds on itself over time. Lesson 9 presents a simple framework for helping you document your story. Several business examples are highlighted.
The "Message Box" exercise works best when a small team is involved. The following tips will help ensure you have a productive and constructive exercise and generate an output you can actually use.
So, now that you've completed your "Message Box", what can you do with it? This lesson describes how you can immediately put your "Message Box" to use.
Thank you for taking part in B2B Messaging Boot Camp.
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Mike Gospe is a noted author of marketing "how to" books and practical "hands-on" workshops for individuals and marketing teams of all sizes. For more than a decade, he's been inspiring marketers and product managers to reach their "next level" of personal performance. He challenges the status quo and creates a fun, fast-paced environment to help marketers and business people think outside the box. His tools and techniques have been adopted by companies around the world, helping them to get "real work done" as they strive for marketing excellence.
Mike is the author of a number of marketing "best practices" books, including, Marketing Campaign Development, and The Marketing High Ground.