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Glossary Stand out from your competitors 2 min read

What is a messaging framework?

Lewis Dowling Managing Director and Consultant

Short answer

A messaging framework is a cheat sheet for what your business says about itself. Your most important message goes at the top, with a few supporting points and some proof underneath. That way, everyone on your team tells the same story.

Contents

Why it matters

In most growing businesses, the story lives in the founder's head. That works fine while the founder's in every sales call. Once other people start talking to customers, it gets patchy. Sales say one thing, and the website's wandered off somewhere else entirely.

A messaging framework gets that story out of one person's head and onto a page which everyone can use. New starters and freelancers can pick it up in an afternoon. And when you write something new, half the thinking's already done.

It also forces some useful decisions. You can't put everything at the top, so you have to agree on what matters most.

Common mistakes

  • Writing it in marketing speak.

    If nobody would say it out loud, nobody will use it. Write how you'd explain it over a coffee.

  • Including everything.

    A framework with 15 key messages has no key messages. Pick a few and be ruthless.

  • Skipping the proof.

    Every claim needs something to back it up, like a client story or a real number.

  • Treating it as a script.

    It tells people what to say. How they say it can change depending on who they're talking to.

How to get started

  • Start with your positioning. Your messaging framework should grow out of it. If you haven't nailed your positioning yet, do that first.
  • Write your core message. One or two sentences on what you do and why it matters to your customers. This sits at the top.
  • Add your supporting points. Pick the few things that back up your core message. Each one should answer a question customers often ask.
  • Find proof for each point. Client results count, and so do facts about how you actually work.
  • Tailor it for different audiences. If you sell to quite different people, note which points matter most to each.
  • Share it and use it. Put it somewhere everyone can find it, and check new work against it.

FAQs

What's the difference between a messaging framework and a tone of voice?

Your messaging framework is about what you say. Tone of voice is about how you say it. You need both, and they work best when they're written together.

What's a message house?

It's a common way of laying out a messaging framework. The core message is the roof, the supporting points are the pillars, and the proof sits underneath as the foundation.

How long should a messaging framework be?

Usually a page or two. If it's longer than that, people won't read it, and they definitely won't remember it.

Who should write it?

Ideally a small group, including whoever leads the business and someone who talks to customers every day. An outside view helps too, because it's hard to see your own business clearly.

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