SYS-CON MEDIA Authors: Liz McMillan, Carmen Gonzalez, Zakia Bouachraoui, Roger Strukhoff, David Linthicum

Related Topics: Microservices Expo, SYS-CON MEDIA

Microservices Expo: Blog Feed Post

Who Are You? The 5 Key Components of a Core Messaging Document

A Proper Approach to Marketing Communication

With apologies to rock icons The Who – and I suppose the CSI TV franchise as well – this is one of the biggest challenges many companies face.  If you think about it, I’m sure that you see this all the time too. Whether it’s an elevator pitch at a networking event that leaves you wondering what it is that this person does or a disjointed marketing effort that just doesn’t hit the right chords – a lot of people out there have a messaging problem.

When working with a client, one of the very first places we start is to take a look at their messaging — It’s critical that their messaging is consistent.  When done right, everyone in the company should be singing from the same hymnal on who the company is, what they do, and most importantly how their clients/customers benefit from using them (more on that last one in a moment).  To address these pieces, we create one place where this all lives — a Core Messaging Document.

This document then guides everything you do from a marketing perspective, and serve as the platform for all of your messaging.  Everything you do moving forward will be anchored to this, so you want to make sure you take the proper approach.

With all that in mind, here are the 5 Key Components of a Core Messaging Document

1). Unique Value Proposition & Key Benefits

Right out of the gates this is where a whole lot of people fall down.  In this section, you should be able to describe in just a few sentences the unique tangible value people get from your product or service.  Make sure it also passes the “so what” test – meaning it has to grab people and be interesting.

Your Unique Value Proposition should be benefits focused.  This is also where a whole lot of people go wrong.  They can’t wait to tell you about all their features instead of telling you the benefits they provide.  Features don’t grab you – benefits do.

Since you may have many benefits, often it will make sense to outline a number of key benefits below the value proposition, and a sentence that supports each of them and how they resolve a potential customer’s pain point.

2). The Elevator Pitch

The next piece is the Elevator Pitch.  This is your 30 second response to the “what do you do” question and should fall directly out of the value proposition and benefits you outlined in the step above.  Again, make sure you focus heavily on the benefits here – why should I take time to care what you do? – once they care then you can get into the details, (features).

3). Boilerplate

This is the short 2-3 sentence description of who you are and what you do, and again falls right out of the value proposition.  The places people use most frequently are in press releases, or short online directory submissions.  Company X is a ……… etc.

4). Buyer Personas, Pains and Your Solution

This part will likely be the largest part of your document, but don’t let that scare you.  In this section, start by listing out each of the buyer roles (i.e. marketing), and representative titles (i.e. VP Marketing, CMO, Marketing Director).  Then create 3 columns, one for Buyer Goals/Objectives, one for Buyer Potential Pains and one for Impact of Pains on Goals.  Depending on how your brain works, you can start by listing out all the Buyer Goals or all of the Pain Points.  Whichever way you start, populate the other column with the corresponding Pain Point or Goal, and then the Impact of the Pains on the goal.  For example:

Buyer Goal: Generate a high volume of leads at a low cost

Buyer Potential Pains: Budget is too small to generate the volume of leads I really need

Impact of Pain on Goals: Low budget means you stay conservative with lead generation choices and you generate a low volume of leads

Once you have addressed all of these, add in a new row at the bottom for your product or service.  In the Buyer Goals/Objectives column list out your solution and how it addresses those goals and objectives.  In the Potential Pains column list out the impact you can have on resolving those pain points, and in the last column list out examples/case studies that prove these out.

Continue this until you have done so for all your different buyer personas and you’ve completed this valuable section that helps you understand how to address all your audiences.

5). Competitive Positioning

Last but not least, list out your key competitors, what their key messages are, and how you are different from each.

With a solid messaging guide containing these 5 key components you are now ready to move forward and tackle that networking event or marketing campaign.  So, as the song says “Tell me who are you?”

Read the original blog entry...

More Stories By Mike Sweeney

Mike Sweeney and Right Source Marketing help organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
Platform9, the leader in SaaS-managed hybrid cloud, has announced it will present five sessions at four upcoming industry conferences in June: BCS in London, DevOpsCon in Berlin, HPE Discover and Cloud Computing Expo 2019.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
"NetApp's vision is how we help organizations manage data - delivering the right data in the right place, in the right time, to the people who need it, and doing it agnostic to what the platform is," explained Josh Atwell, Developer Advocate for NetApp, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
Kubernetes as a Container Platform is becoming a de facto for every enterprise. In my interactions with enterprises adopting container platform, I come across common questions: - How does application security work on this platform? What all do I need to secure? - How do I implement security in pipelines? - What about vulnerabilities discovered at a later point in time? - What are newer technologies like Istio Service Mesh bring to table?In this session, I will be addressing these commonly asked ...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.