We all know that strategic marketing is crucial to the business growth and success. Recreating marketing from the start every time is the surest way of wasting money and weakening your brand. So you create confusion and inconsistency for your target audience.
Creating a messaging toolbox for business is the best solution for this. A good messaging toolbox, a critical part of all the small business marketing, saves your time, strengthen your brand, and unify marketing efforts.
What exactly is Messaging Toolbox?
This is a central and simple document that has reusable content that can be adapted to new situations. You can also include basic components like Unique Value Proposition, your brand language, and your competitive differentiation. Your Messaging Toolbox offers a single source that behaves as a version control for marketing by aligning everything like speeches, websites, and ads.
Why is Messaging Toolbox Required?
Businesses market themselves via multiple channels including networking, print and digital collateral, and customer service. Sometimes, they present mixed messages, that sabotage their brand impact. If there are different flavors for both of your websites and ads, while salespeople convey some other impression, the brand may be muddy.
Using Messaging Toolbox for your marketing eliminates all these inconsistencies. Using this Toolbox as the marketing foundation to help your brand grow in memorability and power. You will have a trained staff to stay on the message. Your collateral will give you a consistent and defined image. Every networking, as well as public relations opportunities, will be optimized via promotion.
How to create Messaging Toolbox?
As you decide to add or delete some components according to some particular needs, Messaging Toolbox includes the following:
- UVP (Unique Value Proposition) and Key Benefits: It is the single most compelling value your company offer. This is something valuable and unique you provide. Now, you list the top benefits of your UVP.
- The Elevator Pitch: When you meet people and simply ad-lib your pitch, you are wasting an opportunity. Develop a speech that is aligned with the UVP will benefit your business. The aim is to communicate your company value.
- Buyers, Pain Points – Your Solution: This is the lengthiest part of your Messaging Toolbox. Now you focus on your customers. Make a chart that contains all of your target buyers. For example, retirees, new parents, and marathon runners. Write their goals as well as pain points and then list down the solutions your business may provide. After completing this part, you will understand how you can approach your audience.
- Talking Point – Q&A: Now, make a list of common questions buyers may have about your business. Anticipate all the objections from them and develop rationales for them. This will give a good basis for FAQ part on your website. This is also a mandatory training for your salespeople.
- Lexicon: Sketch out all the words you want to have for your brand definition. Use them consistently in your content. List down all those words that you want to ban for your content. If you want to make your customers think of your brand as a luxury, high-end and upscale, use the words like economical and a bargain.
- Competitive Position: At the end, execute some competitive research. Analyze your top competitors and their key messaging. Determine the points of differentiation. Doing this you can focus on your promotion.
Using Messaging Toolbox seems a lot of work is required. But this will save your money and energy in all the marketing initiatives you take.