When marketing a brand, your audience isn’t only your client. You may also need copy that helps your sales team, other marketers, and writers. That’s when you need a messaging framework.
A messaging framework is usually a set of slides that sets out and explains key messages. This educates your internal team about key benefits, so they can sell or market to the client.
You might also need a messaging framework because you’re relaunching a service, because you want to sell to a new sector, or because there’s a gap in knowledge to address.
But it’s very like a piece of copywriting, so a copywriter is well placed to help.
I can help you create messaging frameworks that are targeted to your internal audience – and provide a basis for copy to come.
Messaging frameworks: how I help
The format might be snappier, but I treat messaging frameworks in a similar way to other copywriting.
In other words, I work with you to discover who the audience is, what the messages are, and how best to get those messages across.
To achieve this, I’ll ask many of the same questions I would ask you if I was writing a web page, a blog post or a brochure.
Just as with external copy, you’ll need to choose which benefits to include. The choices may be tough, because a high-level framework is very unlikely to have room for all the points you want to make.
Can a salesperson understand what the pitch is, within a second or two of reading the document?
Would a copywriter have a clear understanding of what the “top line” is likely to be when writing about your service? What is that top line, and which messages are subordinate?
These are the kinds of tests that a messaging framework needs to pass. I can help you write a messaging framework that passes them.
