Create a Master Messaging Document

To ensure that your positioning is communicated consistently across all channels, it's essential to create a master messaging document. This document should serve as the single source of truth for all of your marketing and sales materials.

A good master messaging document should include:

Your core positioning statement: A concise summary of your positioning.
Your sales story: The narrative arc that you will use to communicate your positioning.
Your key value themes: The main benefits that your product delivers to customers.
Your target audience: A detailed description of your ideal customer profile.
Your tone of voice: The personality and style of your brand.

By creating a master messaging document, you can:

Ensure consistency: Everyone in the company will be telling the same story.
Prevent "messaging creep": Your messaging will not drift over time as new campaigns and materials are created.
-g Onboard new employees: New hires will have a clear and concise guide to your company's positioning and messaging.

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