Articulate the unique value of your products and improve alignment.

Product messaging quickly and consistently communicates the unique benefits your products provide customers clearly, concisely, and consistently. Knowing what to say to each of your audiences saves valuable time and resources across all your communications at scale.

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This image represents two women. The first one, on the left side, is a potential customer. She is sitting at her desk with a computer monitor and a keyboard. She is actively listening to the woman on her right side, who is a salesperson. She is talking about a product that represents a portable mini fan.
DEFINE WHO YOUR CUSTOMERS ARE

Get real about who you ideal customers and personas are.

Creating actionable ideal customer profiles (ICPs) and personas requires an objective, in-depth understanding of who your customers are, what they want and what's in their way. We gather real insights to inform and build ICPs and personas that reflect your best customers.

Two women are in the picture. The woman on the left is a dentist standing in front of her dental office, which has various dental elements, like a dentist's chair. On her right side, a sales representative is talking about a product that represents a portable mini fan, and she holds it in her hand.

Understand what they want and what's in their way.

Our process helps verify and summarize what your customers want---in context of what you do--and what's stopping them from getting it. Answering these questions helps position your products and services as the only solution that satisfies all your customers' criteria.

The same female dentist is now discussing the portable mini fan with her superior, a dentist who is considering its features.

Translate features and advantages into benefits.

At the most basic level, messaging is what to say; copywriting is how to say it. Don't be surprised if your brand messaging sounds a little informational. You can breathe more emotion and personality into it when you convert it to copy and take it to market.

The woman salesperson is now presenting the portable mini fan to these two dentists. They are sitting at a large table with lunch and food packages on it. They are considering the product and asking various questions.
The table that represents the FAB Messaging Framework has the following columns: Persona, Features, Advantages, and Benefits. These columns have a few fields that should be filled with these elements.
BUILD YOUR MESSAGING FRAMEWORK

Clarify and articulate your FAB Messaging Framework: Features, Advantages, Benefits

Building a thorough and thoughtful messaging framework requires collaboration and input from your marketing, sales, client success, and product teams. Backstory will help everyone get on the same page, helping your company become more aligned and able to keep its promises. Customers are more likely to buy more from you and remain loyal to you when your audience-specific messages resonate and your product performs as promised.

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A headshot image of Greg Daines.
BRAND WISDOM - Greg Daines
More customers renew when they experience the promised benefits of what they buy.

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Greg Daines