Build your messaging framework

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that need one approved story.

The quick answer

Create a headline, three support points, and the proof for each. Map messages to the stages of the buying journey. Share one approved deck and one one page sheet so everyone uses the same story.

The method in seven steps

Set the headline
Your value proposition becomes the headline.
Choose three support points
Pick the three reasons you win. Speed, reliability, lower total cost, or compliance are common.
Attach proof
For each support point add one number, one case note, and a short quote.
Map to the journey
Awareness gets outcomes. Consideration gets proof. Decision gets pricing and service levels.
Create anchor assets
One fifteen slide deck and one one page sheet. Keep the order fixed so reps can follow it.
Enable the team
Run a short training. Practise delivery and objection handling.
Review quarterly
Update proof and examples. Keep the headline and support points stable unless the strategy changes.

Example

A firm set the headline around faster time to value. Support points were rapid deployment, guaranteed service levels, and measurable savings. The deck followed the journey and close rates rose.

Pitfalls and fixes

Too many support points. Keep it to three.
Proof that goes out of date. Review quarterly.
Multiple versions in play. Keep one approved deck.

Checklist

Headline plus three support points
Proof for each support point
Approved deck and one pager
Quarterly review booked