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The roof of your message house consists of…<\/p>\n\n\n\n
- \n
- Your purpose; the reason for being or mission statement for your organization,
<\/li>\n\n\n\n - Your brand values; the core values<\/a> that guide and direct you in everything you do,
<\/li>\n\n\n\n- And your positioning statement<\/a> or how you want to be perceived by your ideal clients.<\/li>\n<\/ul>\n\n\n\n
Underneath are multiple pillars.<\/p>\n\n\n\n
Each pillar contains a core message for the people you’re trying to influence. People who each hold a different role within the Decision Making Unit (DMU)<\/a>.<\/p>\n\n\n\n
Each core message is tailored to one of these roles and contains…<\/p>\n\n\n\n
- \n
- A benefit specific for that role. For a CEO, it’s probably a major strategic advantage or financial benefit they gain when using your solution.
<\/li>\n\n\n\n - Pains and\/or gains. You should be able to paint them a vivid picture of their current and desired situation. Using pain points CEOs in similar organizations experience. Describing gains they are after.
<\/li>\n\n\n\n - Proof. Either from previous experiences with similar organizations. Or research that supports your promise.<\/li>\n<\/ul>\n\n\n\n
Working on a marketing message house like this, could be a great exercise to bridge the gap between marketers, business developers, and subject matter experts. <\/p>\n\n\n\n
Collaboratively you should be able to come up with a couple of core messages that never leave you without words when you run into people that are important to your business.<\/p>\n\n\n\n
Hope this helps!<\/p>\n\n\n\n
\n\n\n\nThank you for reading MBD Spark #82<\/strong> (formerly The Nudge & MBD Boost), sent on May 13, 2025.<\/p>\n\n\n\n
- And your positioning statement<\/a> or how you want to be perceived by your ideal clients.<\/li>\n<\/ul>\n\n\n\n