The #1 reason buyers leave websites is the lack of a message. Make your message clear and compelling with a 1-PageTM Message Map.
Granted, it’s tough to develop a unified message for any organization, small or large. Marketers face many obstacles to developing a concise, compelling, crystal-clear message.
Here are some common ways that companies put the mess into messaging:
• A lack of leadership focus on messaging
• A lack of agreement among executives on what the message is or which audience comes first
• A message so complicated that few can explain it or follow it
• Multiple conflicting messages from product, sales and services people, or from different geographies
• Business units each pushing their own message to the exclusion of others
• Self-centered messages that talk about the seller, not the customer
• In the absence of a message, people who just make stuff up.
Do any of these symptoms sound familiar to you?
No marketer, communicator or organization is exempt from messaging problems. We’ve seen problematic messaging in start-ups, private companies, government entities and nonprofits, even Fortune 500 and Fortune 50 companies.
That’s why, 20 years ago, Tripp Frolichstein and George Stenitzer developed Message Maps, a tool that brings simplicity, clarity and consistency to your messaging. Message Maps give you, your executives, marketers, sales and service people a simple, intuitive tool to keep everyone on message.
With a consistent message, customers know why they want to visit your website, consume your content, and maybe go down the path to a purchase.
To be effective, content marketers need a unified message that is agreed on by executives, product developers, sales, and marketing. That message needs to convey clear benefits, differentiate from competitors, and back up claims with facts, figures and case history.
A Message Map workshop catalyzes your messaging by getting the whole team on the same page quickly. When marketing, sales and executives need to tell a consistent story about what’s in it for customers, it’s time for a Message Map.
With a Message Map in hand, content marketers find it easier to develop websites, blogs, articles, white papers, social media posts, video, podcasts – you name it. Message Maps also streamline the review process, since the message has already been agreed on in advance.
Message Maps grow even stronger when they’re sharpened with insights from buyer persona research. Buyers know best what they need during each step in the buying journey, whose messages they believe and whose they don’t, and which content most influences their buying decisions.
Develop buyer personas with input from sales people, service people and, most important, one-on-one customer interviews. Creating buyer personas will make your message even stronger, by immunizing it against buyer disbelief and understanding how the world looks through your customers’ eyes.
With a Message Map, you can clearly convey customer benefits, in a simple message of 7 seconds, 23 words or less – which fits short attention spans, now clocked at 8 seconds.
We facilitate half-day and full-day workshops to co-create your Message Map. Then we work with you to refine the message through revisions. Work includes:
• Research current company messaging.
• Facilitate a workshop with up to 8 people in marketing, sales and executive roles to co-create a unifying message for your company.
• Spell out your competitive differentiation.
• Develop proof points, including customer stories.
• Create a 1-Page Message Map to guide your message and enable consistent delivery going forward.
You can even color-code your message map to address different buyer personas, as in the examples below.
We help marketers like you succeed with inventive B2B content marketing. As a marketing consultant with 30 years of experience in communications, marketing and journalism, Crystal Clear Communications brings you deep expertise in B2B content marketing.