Reach, Resonate, Relate
GrowthPoint® helps marketers translate target audience needs into value-based messages that resonate and increase prospect engagement.
- Uncovering prospect motivations that drive action (purchase and spend).
- Defining a unique value proposition.
- Translating product features into engaging relevant content that address' your prospects questions and concerns.
- Creating consist communications across the organization.
- Launching new offerings.
- Addressing perception issues with existing offerings.
A solid marketing foundation
A strong, consistent message to the marketplace is crucial for effective communications. Effective messaging takes into account the target audience needs and challenges as well as the prospect’s underlying motivations (both personal and business), guide all business interactions. To be effective, messaging must translate features into benefits stated in customer language, and must show how your solutions address the prospects’ needs better than the competition. At the end of the day, customers don’t care about products or services. They care only about how those products or services help them solve problems or reach their goals.
The messaging hierarchy
Many marketers focus all of their efforts on creating messages around products or services. While important, these messages are only one component. Company level messages can be used to launch an unknown company, help the organization stand out in a crowded field, or reposition a more established organization. Messages can also be created around company initiatives such as a new product launch or to address a perception issue with a current offering. Messages can even be created around ideas such as market innovations, or to call attention to an unrecognized problem.
GrowthPoint's messaging process
During a messaging project, GrowthPoint gathers input through a variety of sources such as focus groups, surveys, win-loss reviews and interactions with customer-facing employees and subject matter experts. From this input, we create an initial Messaging Framework recommendation. Then, working with a variety of customer-facing employees, subject matter experts and executives during a hands-on Messaging Workshop, we help our customers turn market input into specific messages that are brand compliant, support company goals and objectives, and resonate with the target audience. This 360° messaging document assures buy-in from stakeholders and prioritizes messaging to ensure consistency across the organization. Before finalizing messaging, GrowthPoint works with clients to test messages through customer surveys and interviews. The final Messaging document, developed by GrowthPoint and approved by key stakeholders, serves as the foundation for company communications, both internal and external. Many of our clients also opt to create Flash Cards for some of their key messages. This unique GrowthPoint document enables Sales to hold value-based discussions around the prospect’s challenges. Flash Cards improve Sales value to the customer and helps close more orders!
A solid foundation for sales and marketing
GrowthPoint's Messaging gathers input through a variety of sources such as focus groups, surveys, win-loss reviews and interactions with Sales and subject matter experts. Working with key stakeholders, we turn market input into company and product messages that are brand compliant, support company goals and objectives, and resonate with the target prospect. The GrowthPoint® Messaging Framework and Customer Conversation Map serve as the foundation for creating content and campaigns that turn prospects into customers.
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