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Messaging Doc
Here's the messaging template we use to take what we learned in our customer research to market. I'll include instructions along with examples for our business.
Headline
Quickly sum up the 'promised land’. This is the state of being you help your customers achieve.
For our company, this is: Get More Sales-Ready Leads
I always find this visual to be a handy reminder of how to identify your ‘promised land’.
Literal description of what you do
Explain who you help, what you help them do and how in one punchy sentence. Avoid jargon. This should be something that anyone could understand.
For our company, this is: We help B2B SaaS companies generate sales-ready leads using content, email & ads.
Our literal description used to be: ‘We help B2B SaaS companies generate qualified leads using high-impact content campaigns’. We changed it because people kept asking what we meant by ‘high-impact content campaigns’. The more jargon you use, the more you have to explain.
Your customer's pain points
Pick three customer pain points you can resolve, these should be based on your customer research. For us, these are:
- Having no repeatable process for generating sales-ready leads
- Generating dud 'leads' that don't buy
- Creating dull, undifferentiated content
How you solve these pain points (features)
Pick three customer pain points you can resolve, these should be based on your customer research. For us, these are:
- A ready-to-roll playbook for generating sales-ready leads
- A proven process for generating and nurturing leads that become customers
- An entire studio of experienced creators with deep B2B expertise
The positive impact on the customer (benefits)
Show the positive upside of solving the problems you've mentioned above.
- Consistently hitting targets while bringing down CAC
- Sales and marketing working together to target the right customers with the right messages
- Content you can be proud of and more respect for marketing internally
Proof points
Include the key stats, testimonials and case studies that prove you can deliver your benefits:
- Tons of testimonials like this: "These results are the best I've seen. I think it's the best marketing investment we've made as a group."
- Impressive case studies
Get More Paying SaaS Users
We help B2B SaaS companies grow faster using content, emails & ads.
