You know who your customer is, what they need and what makes your offer different. Next you need to put that into words. A clear message that helps the right person understand, “This is for me.”
What is this toolkit about?
The Messaging Framework helps you bring your thinking together into a message you can actually use across your website, social media, emails and conversations.
You’ll define:
- Who you’re talking to
- The problem they care about
- The outcome they want
- What makes your offer different
- Why they should care
- What they should do next
What problem does it solve?
You can have a good offer and still struggle to explain it. If your message is too broad, people may not recognise themselves in it.
Instead of: “I help businesses grow.” you want something closer to:
“I help [specific customer] solve [specific problem] so they can [desired outcome].”
Your message should make the value of your offer easier to understand.
When should I use it?
Use this toolkit once you’ve worked through your:
Customer → Problem → Outcome → Position → Differentiation
Now you’re ready to turn those decisions into language.
What will I have when I'm done with the toolkit?
A simple messaging system containing:
- Core Message
- Problem Message
- Outcome Message
- Differentiation Message
- Supporting Messages
- Call to Action
How to use it
1. Start with the customer
Who needs to hear this?
2. Name what matters
What problem or desire should you speak to?
3. Show the outcome
What can become better?
4. Explain your difference
Why your approach?
5. Give them a next step
What should they do now?
My Recommendation
Don’t try to create your final website copy or sales page here.
Build the messaging foundation first. You can then adapt the framework into different formats without losing the central message.
Evunn Action Points (Recommended)
The Toolkit
Messaging Framework Notion Template
Use the template to turn your customer, problem, outcome and differentiation into a clear messaging system you can use across your marketing and sales.
Open the Messaging Framework Toolkit below
Your Completed Output after using the Toolkit
Save your:
- Core Message – the one idea everything else supports.
- Supporting Messages – the key points you can use in different situations.
- Call to Action – the next step you want the customer to take.
What’s Next? Attention Hooks
Your message is ready, however, before people engage with it, you need to earn their attention.
Next, you’ll turn your messaging into hooks that make the right person stop, notice and want to know more.