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Message Map Template

A helpful framework to generate product-level messaging
Andrew Stinger
This template was derived with love and respect from the GrokSpark article
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Need a message map template? Steal this one.
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Copy this template to use with your team
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Product name

What is the product called?

Product category

What kind of product is your product (ex: A new model SaaS product billing model, etc.)

Target audience(s)

Who is this product for?

Positioning statement

How do you want your product to be perceived by the target audience compared to the rest of the market?
Ex: [Product Name] is the [Unique Position][Product Category] for [Target Audience]
Could be: Maker Billing is the most cost-effective and fair documentation SaaS billing model for teams.

Value Proposition(s)

What is the value your target audience should expect to receive from using your product?
Ex: [Product Name][Main Value Statement] by [Unique Capabilities]
Could be: Maker Billing helps your company reduce software costs by charging only for those Makers who create new docs, while allowing your entire company to still edit and view docs.

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Now, we craft GTM messages!
Product Descriptions: Pulling from the above, what descriptions will help the target audience quickly decide that the product has the potential to help them
Messaging Pillars & Support Messages: These can take a few forms
Pillars are values; Supporting Messages are benefits
Pillars are benefits; Supporting Messages are features or capabilities
Pillars are capabilities; Supporting Messages are features

Messages
Name
140 Characters (~25 words)
Characters (short)
280 Characters (~50 words)
Characters (med)
500 Characters (~100 Words)
Characters (long)
1
Product Descriptions
​
0
​
0
​
0
2
Messaging Pillars
Pillar 1
Pillar 2
Pillar 3
​
Pillar 1
Pillar 2
Pillar 3
​
Pillar 1
Pillar 2
Pillar 3
​
3
Supporting Message 1
​
0
​
0
​
0
4
Supporting Message 2
​
0
​
0
​
0
5
Supporting Message 3
​
0
​
0
​
0
There are no rows in this table
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