A message map is a concise and visual tool used to create captivating and relevant messages that will resonate with your target audience. The graphic above serves as a template for which you can create your own customized map, and below describes the core elements of each section, and why they’re important.
Step 1: Develop a Value Proposition Statement
A value proposition is an innovation, service, or feature intended to make a company or product attractive to customers. Sounds simple, right? It’s not. Before you’re able to develop your value proposition, we encourage you to take a step back and agree on your target audience and the problem you solve for them. Only then you can develop a succinct value proposition to the appropriate audience. Think high level.
Step 2: Create Key Messages, Supporting Facts and Common Objections
If you could only pick three key messages to tell your audience, what would they be? Prioritize these messages and, once complete, also create supporting facts and answers to common objections you may receive.
Step 3: Create Foundational Content Which Can Be Repurposed
Now that the groundwork has been laid out, you should also develop other important messages that can continually be repurposed such as your elevator pitch, tagline and boilerplate.
Message maps put you in control of your business’s story and answer questions on the minds of customers, employees, investors and media. Understanding your target audiences, anticipating their questions and roadblocks, and developing a key message will better position your business for success.