Your messaging guide needs to exist.
Don’t wait a minute longer, without this you’re flying blind. And what does that predict? That you’ll crash. Because messaging guides are knowledge-sharing tools and it’s in your interest as a writer in a company to set one up.
Call it a brand guide, a messaging matrix, a style book… Whatever term you prefer but make sure it goes well beyond colours and logo files. It needs to contain copy+pasteable terms for agencies, new hires, and other teams to use without fear.
Your objective is to make a tool that can be an FAQ for other teams the day you’re sick. We’re not looking to replace content or copywriting, merely to provide respite if you’re off work, and crucially to save you answering millions of questions or having to write “quick” texts for every need that arises. The above is how knowledge sharing works in your favour. Far from making you replaceable, it will reinforce how the company needs a captain to steer the messaging ship.
Which kind of messaging guide do you need?
You certainly need a messaging guide that covers necessary internal knowledge. This will include:
Marketing positioning - Company values and perceptions.
Product positioning - The unique benefits of the company relative to competitors.
But you likely also need an external messaging guide:
Marketing messaging - Translates market positioning into key messages that will resonate with the company’s prospects.
Product messaging - Translates product positioning into product messaging about use cases and functionality of your company for customers.
Now you’re sold on the idea, here are the absolute non-negotiable elements to agree on with the company-wide team.
A messaging guide must include:
Tagline Don’t have one? Now’s a good time to bring this up with the executives.
Target audience(s) and audience subgroups PLUS any undesirable audiences. This information tells you who you’re writing for, and who is not worth targeted messaging.
Product fit Offer multiple products or services? Outline them: “product 1 is ideal for…”
Value propositions Put these down in writing for each product, your company, AND proof points for each. SaaS startups especially should include this in their messaging guide.
Use cases These are essential ways customers use your product to solve problems.
Messaging matrix For each audience subgroup and channel, outline messaging that can be copy+pasted into assets at the drop of a hat.
Words we love and hate Outline the “don’t use” terms and the phrases that should be used instead.
Company keywords Your basic SEO keywords should be outlined in the messaging guide. We recommend hiring a pro to create a bank of keywords if you haven’t already.
Need someone to guide you through the process? Tap into executive experience and corporate writing expertise with a Chief Writing Officer.
Last word of wisdom: You will be the owner of this guide, so keep it updated as the company and product evolves.