origial article How to Develop Strategic Messaging and Positioning created by Myk Pono @myxys

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Strategic Messaging Map

Tagline / Headline

Slogan
Positioning
Messaging Positioning
Statement

25-word description

Business function

Target Titles
Customer
Role in the buying
process

Value #1 Value #2 Value #3

Value Statement

Value Bullet points

Product Features

Proof points /
Metrics

Value #1 Value #2 Value #3

Value Statement

Value Value Bullet points

Messaging
Product Features

Proof points /
Metrics

Value #1 Value #2 Value #3

Value Statement

Value Bullet points

Product Features

Proof points /
Metrics
 origial article How to Develop Strategic Messaging and Positioning created by Myk Pono @myxys

Tagline / Headline Catch phrase or product category definition.Ex: Best-in-class Marketing Automation Software (Marketo)

Short, memorable phrase/statement that summarizes the company's strategy.

Slogan
Ex: Drive Revenue with Accounts that Matter (Marketo)

Positioning Statement How your product/company/brand brings value to customers in ways different from competitors.

25-word description One sentence company description.

Business function Business functions or departments involved in the buying process.

Titles Titles of your target customers involved in the buying process.

Role in buying cycle What role an individual plays in the buying process.

Value Category Describe the value provided using two or three words.

Value Statement One sentence value statement.

Bullet points Value broken down into a few smaller items.

Features Identify the exact product features that correspond with a particular value.

How success of delivering this value to customers can be measured, case studies of the customers with similar pains that were
Proof points / Metrics
solved with your product.
 origial article How to Develop Strategic Messaging and Positioning created by Myk Pono @myxys

Target Customer Profile / aka Ideal Customer Profile (ICP)

FIT / Profile PAIN / Behavior

Revenue Daily activities

Organization Size Goals

Industry / Vertical Responsibilities

Role in buying
Success Metrics
process

Title Biggest Challenges

Profile Function Budget

Team size

Technology Stack
 origial article How to Develop Strategic Messaging and Positioning created by Myk Pono @myxys

Strategic Messaging & Content Topics

Value #1 Value #2 Value #3

Content topics associated with this value
Buying Persona #1
(econ buyer)

Value #1 Value #2 Value #3

Buying Persona #2
(end-user)

Value #1 Value #2 Value #3

Buying Persona #3
(influencer)