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Messaging, Positioning & Value Propositions

Whether you sell software to engineers or medical devices to physicians and patients, your marketing strategy must be built on a solid foundation of clear, concise and compelling messaging and positioning.

We help companies craft, refine or recreate their brand messaging quickly without a tremendous strain on internal resources. Our proven Vision, Mission, Means™ messaging process ensures everyone in your company is on the same page when it comes to your value propositions, target markets and competitive differentiation.

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Our Vision, Mission, Means™ Messaging Process

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Research

We will review your existing website and collateral to familiarize ourselves with your company and offerings, then facilitate a 2–4 hour on-site meeting and working session to clarify your objectives. Our working session has been honed over 10 years and is a favorite among our clients.

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Survey

Since the voice of the customer is the most important factor in determining your success, we will survey or interview 3–5 customers, lost customers or prospects you provide.

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Market Segmentation

We will define in detail your target industries, economic buyers and influencers to create customized messaging for each segment.

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Competitive Analysis

We will research the branding and messaging of your direct and indirect competitors, noting what’s working and what’s not.

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SEO Key Phrase Analysis

If you’re interested in optimizing your website for organic search, we will create a seed list of possible key phrase targets and perform in-depth competitive analysis. Based on several metrics such as search volume, ranking difficulty and searcher intent, we will provide a final list of 15–20 key phrase recommendations for which your website copy should be optimized. We will include these key phrase targets in your messaging framework.

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Messaging Framework

We will craft a comprehensive messaging and positioning framework detailing messages for online and offline marketing materials, business plans and public relations. Messaging elements will include taglines, value propositions, messages by segment, a press release boilerplate, and website copy suggestions. We will review the document with your team and make final edits based on your feedback.

Who Needs Messaging & Positioning Services?

If your company struggles to communicate the benefits of your offering to your prospects, partners or the media, we can help. We’re experienced at messaging even the most complex tech and medical products. Call us today at 877-887-7611 or fill out our contact form.