HOW TO: Develop messages that sell

Your marketing messages need to work as hard as you do. Jeanne Tiscareno, principal at Chase Marketing Company, reveals a messaging framework your organisation can replicate

Great marketing goes beyond having a consistent brand voice and visual identity. Brands marketed in ways that evoke product value are more likely to trigger a positive customer response, build recognition, and improve loyalty.

That’s where a messaging framework comes in. This vital document gives your marketing and sales teams a consistent blueprint for communicating with customers. It encompasses a fully developed, well defined value proposition unique to your business and permeates all interactions with each customer type you target.

Creating a winning messaging framework can be summed up in three steps: