How to Develop A Killer Messaging Document for Your Business

Last week, Fire Enterprises (FEI) marketing maven Marka showed savvy salesperson Zoot and FEI tribe leader Org how creating a messaging document can help keep FEI on message. This week, Marka goes over two crucial components of an effective messaging document. Remember, fire = print.

Marka, Zoot, and Org sat in Org’s office, discussing the document Marka was creating to keep FEI staff “on message” when communicating with customers and prospects.

“We’ve already been over FEI’s Unique Selling Proposition, which is obviously an important element of our messaging document,” Zoot said. “What’s next?”

“Glad you asked.” Marka stood up and scribbled on the whiteboard in Org’s office.

Key Benefits

“Next, we build out a Key Benefits section that expands on our USP,” Marka said. “This section will list the main benefits of working with FEI and devote a couple of sentences to each. Let me give you an example.”

Marka scribbled more on the whiteboard.

FEI Helps Customers Save Money—Our fire solutions have been proven to reduce heating, lighting and cooking costs for businesses and huts alike.

“Our Key Benefits section will proceed like this, offering a short statement or paragraph for every benefit that an FEI product or service provides,” Marka explained.

“Once our employees become familiar with these benefits statements, they’ll start thinking—and talking—about FEI from a customer’s perspective,” Org said.

“That’s right,” Marka said. “And Marketing can keep this guide handy to ensure they don’t drift off message when crafting communications.”

Marka returned to the whiteboard.

Buyer Personas, Pains and Your Solution
“Here’s where things start to get complicated,” Marka said. “We want to sketch out the buyer identities of ‘typical’ key business influencers at ‘typical’ FEI prospect and customer companies. Then we want to identify their business challenges and how FEI helps solve them. This will give every FEI staff member a rough-and-ready guide to having intelligent, benefit-focused conversations with all types of customers. Here’s a sample chart for two key buyers in the Restaurant industry, one of our biggest markets.”



Buyer Goals/Objectives

Cooks, prepares food

Head Chef

To get tasty, fully-cooked food to diners reliably and efficiently

Determines lighting arrangement on restaurant or facility floor

Facilities Manager

To ensure diners have ambient yet well-lit environment in which to eat.

Buyer Potential Pains

How Pains Impact Goals

How FEI Helps Meet Goals and Alleviate Pain

Fires that cook food slow or go out at inopportune times.

Food is undercooked, or late. Diners get mad and don’t come back. Chef gets fired.

Cookfire cooks food 20 percent faster than competing cooking systems. Cookfire is more reliable than competing fire—goes out 20 percent less often. FEI offers free Cookfire replacement within two hours if it does go out.

Torches that go out frequently or are at risk for burning diners.

Bad lighting and torch accidents create unwelcoming environment. Sales drop.

Torchos have been extensively safety-tested and are virtually accident-proof. Free 24/7 emergency service is offered in case of accident. Torchos proven to last 15 percent longer than competing torches.

“We also want to develop case studies and other support materials that demonstrate exactly how our solutions have delivered what we promise here,” Marka said.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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