How Startups Can Create Powerful Messaging

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Messaging 101 January 22, 2014

description

A look at how startups can create clear and well-articulated messaging. This presentation explores the value and challenges in creating messaging, as well the processes to create it.

Transcript of How Startups Can Create Powerful Messaging

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Messaging 101

January 22, 2014

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“You can have everything in life you want, if you will just help other people get what they want.”

- Zig Ziglar

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What do you do?

How are you unique?

Why should I care?

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What is Messaging?

Lets companies effectively talk about their products and the key benefits to the right target audiences.

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Messaging (aka Core Messaging)

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Why is Messaging Important?

• Answers the “So What?” question• Highlights your unique qualities• Differentiates your from rivals• Positions you within the marketplace

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Sets the Table for Marketing

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Perception is Reality

Photo credit: http://bit.ly/1fRu9fK

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Why is Messaging So Challenging?

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A Lack of Perspective

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Sadly….It’s All About You

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"I don't know how to put this, but I'm kind of a big deal.” - Ron Burgundy

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Unclear What You Actually Do

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Spotlight on Features, Not Benefits

vs.Features Benefits

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How to

Messaging

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Make the Customer King

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Put Yourself in the Other Person’s Shoes

Photo credit: http://bit.ly/1jofiaF

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Collect Ideas from Everyone

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100 blog post ideas in less than

5 hours – via Marcus Sheridan

(aka The Sales Lion)

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Be Open to New

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Get Unbiased Perspective

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The Messaging Process

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Discovery

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What do you do?

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What do you do?

What problems are you solving?

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What do you do?

What problem are you solving?

Who needs it?

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What do you do?

What problem are you solving?

Who needs it?

What’s in it for me?

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Competitive Ecosystem

Financial management

Financial software School fund

accounting needs• Integrated solution• Control of budgets

& spending• Sophisticated

workflow

• Integrated accounting and payment platform

• Fraud prevention• Clean audits

• Integrate important financial, budgeting and procurement data

• Centralize tasks and processes

• Real-time insight

• Amazing productivity• Better technology

• Solutions that help schools to maximize their resources

• Seamless integration

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Talk to Customers or Potential Customers

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Target Audiences

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Be Different, Unique…or Both

Photo credit: http://bit.ly/1eNhhBZ

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Draw a Line in the Sand

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What are the goals for the blog?How will you measure its success?

Messaging

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Key Benefits

Value Propositions

Leading Features

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Boilerplate

Elevator Pitch

Positioning Statement

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The ThreeC’s

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One More Thing………

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Never. Stop. Tweaking.

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Thanks!www.markevans.ca

@markevans

[email protected]

http://bit.ly/startupscanada

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ResourcesHow to come up with value propositions when what you sell isn’t uniquehttp://bit.ly/1hVbvU8

SWOT Analysis – How to do it properly!http://bit.ly/1dOD8qQ

The value of value propositionshttp://www.markevans.ca/2013/10/29/value-value-propositions/

For startups, perceptions is realityhttp://www.markevans.ca/2014/01/14/perception/

Why Simple Websites are Scientifically Betterhttp://conversionxl.com/why-simple-websites-are-scientifically-better/