What should your marketing say to each group of buyers?
You name two to four buyer segments and the main concern of each. Works drafts one primary message and three to five supporting messages for each segment. Works attaches a proof point to each supporting message. Works matches each message to a stage of buying: awareness, consideration or decision. Your marketing then says the same thing in every channel.
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You and your writers use the one-page summary when you write for any channel.
The messages start from your positioning statement. You choose if the primary messages repeat it closely or reword it for each segment. Each supporting message states a customer outcome, not a feature. Each supporting claim is specific, not generic. You decide how many supporting messages each segment gets, from three to five. A one-page summary lists the messages for the people who write your marketing.
Core messages with one primary message for each segment and three to five supporting messages each. Each message is mapped to the awareness, consideration, or decision stage, and every claim has a proof point.
You and two agents finish the core messages in four phases of work, one after the other.
A few questions in plain words. The answers set up the run for your business.
The Message Designer drafts your messages and matches each one to a stage of buying. The Proof Researcher finds proof for each supporting message.
Writes and improves your positioning statement, core messages, and elevator pitch, and gets your team to use the same messages.
Tests your messages with buyers, adapts them for each channel and customer segment, and turns the tested messages into sales enablement content.
Drafts the primary and supporting messages for each segment and maps them to funnel stages
Finds and attaches the strongest proof point for every supporting message
Jeanie leads a core crew of seven that runs your company day to day. They direct the specialist and workflow agents in each playbook, including the ones on this workflow.
The apps and accounts this workflow reads from and writes to. Connect them once and Works keeps them in sync.
These are starting points, not a limit. Connect the tools you already use.
16 Marketing workflows use these core messages.
In Marketing, Define Core Messages is part of the Brand and Messaging work.
Each template opens inside Works after you sign up.
A primary message is the one main thing you say to a segment. Each segment has one primary message. Supporting messages are three to five specific claims for the same segment. Each supporting message has at least one proof point. A proof point can be a number, a named customer story or a rating from an outside group.
The Message Designer places every message at the stage of buying where it has the most effect. You decide if awareness messages name the buyer's problem or go straight to your solution. You also choose where your messages state your differentiator most: at the consideration stage or the decision stage. Your differentiator is a claim a competitor cannot make.
The Proof Researcher lists each claim that has no evidence. You decide what happens to each claim. You can fix the claim by a deadline. You can drop the claim right away. You can also keep the claim as a goal and mark it clearly as a goal. You approve the core messages at the end.
You need four things before you start. The first is the positioning statement from Define Positioning. The second is your value proposition. The third is your ideal customer profile and buyer personas. The fourth is your list of differentiators from Identify Key Differentiators, with proof points. You choose your segments from your buyer personas.