Title: Strategic Communication: How to Develop Strategic Messaging and Positioning | by Myk Pono | The Marketing Playbook | Medium
Headings: Strategic Communication: How to Develop Strategic Messaging and Positioning
Strategic Communication: How to Develop Strategic Messaging and Positioning
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Table of Contents:
PART 1: Why care about strategic messaging and positioning
Product/market fit = Message/customer fit
PART 2: Is your messaging effective?
Effective Messaging = Simple + Consistent
PART 3: What is strategic messaging?
The Goal of Marketing = Controlling Perception + Changing Behavior
3.1. The Biggest Strategic Messaging Mistakes or Why Most Companies Are Failing in Designing Strategic Messaging
You know the vision but customers hold the perceptions.
PART 4: What is positioning?
“The best approach in over-communicated society is the oversimplified message.” — Al Ries
PART 5: How to design strategic messaging
5.1. Pick Target Customer & Messaging Framework
Strategic Messaging Map — Download Google Template
5.2. Discovery
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Myk Pono 😎 (@mykpono). Marketing & Product Growth. Founder @Publishnowco. Made in Ukraine 🇺🇦…
5.3. Build a Target Customer Profile
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5.4. Identify Value Categories for Each Target Customer Profile
5.5. Summarize Details Under Each Value Category
5.6. Design Top Tier Messaging
Company {does} (value) to {help} (target customers) with (problem).
5.7. Review / Get Feedback / Iterate
PART 6: How to implement new messaging in organizations
Summary
Acknowledgments
References
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Articles:
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Content: Company/market fit is a combination of product/pain (or problem) fit and message/customer fit. When we only talk about product/market fit, we often overlook an important component in this process — strategic messaging. Pain/product fit + Customer/message fit = Company/market fit
Company/market fit is difficult to achieve without clear strategic messaging. Getting to the right message is as important as getting to the right product. The main reason why it makes more sense to talk about company/market fit rather than product/market fit is that it is not just the product that satisfies market needs and customer pains. The right organizational structure and vision are also needed to fit a particular need in the market. To paraphrase Peter Drucker, it is not about searching for the right organization, it’s about management needing to learn to look for, develop, and test the organization so that it fits the task. There is no right or wrong way to organize a business. But there is the right organization for specific problems or market needs. LEARN MORE: