Acme Corporation

Acme Corporation

Messaging Strategy

01 Purpose

01

Purpose

Effective marketing starts with a clear message. Before you can spread the word about your business, you have to know what to say. The goal of this strategy is to provide you with the right words and tone so that your digital marketing will be focused and impactful.

This document shares GreenMellen’s recommendations for an overarching messaging strategy for your business. This is based on our conversations with you, your clients, and our knowledge of marketing best practices. It’s meant to be a resource that all other marketing efforts stem from.

02 Target Audience

02

Target Audience

The first step with any message is knowing your audience. Who we speak to greatly impacts what we say. This section is an overview of your target audience—who they are and what they want.

Wile E Coyote is a prototypical middle-aged southeastern coyote. He’s married with three young children, and a full-time job hunting roadrunners. He’s been in this line of work since 1965. Wile E’s inability to catch a roadrunner is a constant source of frustration and anguish.

Catching a roadrunner is more than securing a meal for him—it’s a matter of pride and satisfaction of a job well done. He desires to feel like a genius when it comes to catching roadrunners, but he doesn’t always have what it takes to do so on his own.

03 Problems & Solutions

03

Problems & Solutions

The Problems

Every company is in the business of helping people to solve problems. These issues may be big or small, singular or multi-faceted. Understanding what these challenges are is the best way to serve your audience.

  • The inability to catch a roadrunner.
  • The constant humiliation of falling into his own traps.
  • Bodily injury and emotional distress from hunting accidents.
  • Mounting medical and therapy bills recovering from failed capture attempts.
  • The embarrassment he faces when talking to other coyotes.
  • He’d tried a variety of products before without any success.

The Solutions

Your business’ services should directly help to solve the problems faced by your audience. This section explains exactly what you do to help them overcome these obstacles.

After years of failed roadrunner captures, Wile E heard about Acme Corporation through a radio ad. He was skeptical because of his frustration with roadrunner hunting. But he was desperate and concussed enough to send out for a trial order of Acme Products.

Wile E was impressed by Acme’s wide array of gadgets and innovations specifically engineered to help in a variety of roadrunner-related situations. These products felt like they were specifically engineered for him.

As a budget-conscious coyote, Wile E. was impressed by the products’ cost effectiveness. He also appreciated Acme’s next-day shipping via large wooden crates delivered anywhere in the world. He found the gizmos easy to use, despite not having opposable thumbs.

04 The Guide

04

The Guide

Every company is in the business of helping people to solve problems. These issues may be big or small, singular or multi-faceted. Understanding what these challenges are is the best way to serve your audience.

Empathy

Every company is in the business of helping people to solve problems. These issues may be big or small, singular or multi-faceted. Understanding what these challenges are is the best way to serve your audience.

  • The inability to catch a roadrunner.
  • The constant humiliation of falling into his own traps.
  • Bodily injury and emotional distress from hunting accidents.
  • Mounting medical and therapy bills recovering from failed capture attempts.
  • The embarrassment he faces when talking to other coyotes.
  • He’d tried a variety of products before without any success.

Authority

  • Acme has helped more than 1,500 coyotes successfully capture roadrunners.
  • We’ve been in business for over 75 years and are recognized as an industry leader.
  • Our clients report a 95% satisfaction rate with our products.
  • Physical injury and emotional distress decrease by 78% when using Acme solutions.
  • Acme products have been cleared by the FDA as “potentially non-lethal.”
  • We’re so confident that we offer a 100% money back guarantee.

05 Transformation

05

Transformation

To make your marketing a compelling story, you’ll want to demonstrate how your audience’s life is better as a result of doing business with you. How does their story change now that you’re a part of it?

Prior to purchasing Acme products, Wile E Coyote was a mess. He was struggling in his career and mocked by other coyotes. His inability to capture roadrunners left him feeling disappointed and hopeless. He’d tried everything he could find, but nothing seemed to work.

With Acme products, Wile E has finally succeeded in capturing his very own roadrunner. After years of humiliation and failure, he is finally able to accomplish what he sets his mind to. This brings him a deep feeling of joy and relief. He’s now able to catch roadrunners without breaking the bank or his back. He’s gone from hopeless to handy, useless to useful, goner to going somewhere.

06 Key Differentiators

06

Key Differentiators

You’re probably not the only business that can help your audience. However, you can stand out from the competition by highlighting what makes you unique in your industry. These unique selling points show why your audience should work with you over your competition.

  • At Acme Corporation, we focus our attention on the quality of our products. No more faulty rocket shoes or anvils that accidentally crush your face.
  • More than that, we care about the satisfaction of our clients. We have a 95% satisfaction rate, compared to a market average of only 7%.
  • Unlike our competitors at Cyberdyne Systems and the Bluth Company, we care about the well-being of the environment and the future survival of the human race.
  • Acme is viewed as the industry leader in roadrunner-related products and services.

07 Stakes

07

Stakes

Your goal is to help your audience visualize how their story will be different by working with you. That means not only imagining the good things that come partnering together, but also the negative things they risk by not. We give an overall positive tone by limiting the negative examples and provide far more positive cases.

What happens if you don’t do business with Acme Corporation

  • Continued failure when trying to capture a roadrunner.
  • The looming feeling of failure and disappointment with yourself.

What happens if you do business with Acme Corporation

  • Being able to finally accomplish the dream of catching a roadrunner.
  • The pride and satisfaction of being able to achieve what you set out to do.
  • Safety from physical or emotional harm while operating our products.
  • Not breaking the bank while ordering multiple shipments of Acme products.

08 Brand Attributes

08

Brand Attributes

Your brand tone is not what you say, but how you say it. This helps you express your brand’s personality in every audience interaction. A consistent tone of voice across all platforms helps build trust with your customers. Stick to this tone in your communications to build consistency.

Acme Corporation is

  • Reliable
  • Safe
  • Trustworthy
  • Foolproof
  • The pinnacle of quality

Acme Corporation is not

  • A multi-level marketing scheme
  • A rip-off or gimmick
  • Extremely dangerous
  • A cult

09 Brand Aesthetics

09

Brand Aesthetics

A brand is more than a logo—it’s your audience’s perception of you. How do they view and feel about your business? By intentionally setting the tone, you can begin to control how people see and engage with your brand.

See

  • Falling anvils
  • Exploding bird seed
  • Flying on rocket-powered roller skates
  • Fake train tunnels

Feel

  • Long-awaited vindication
  • Alleviation of stress and worry
  • Taken care of as a customer

Act

  • Get to know more about Acme Corporation
  • Download one of our free resources
  • Follow us on social media
  • Purchase an Acme product

10 Elevator Pitch

10

Elevator Pitch

This short pitch is constructed to quickly define the problem you solve, the service you provide, and the outcome of that service. Teach this to your team so they can use it to explain what they do to anyone they meet.

Catching roadrunners is a stressful and potentially life-threatening process. You want to do a good job, but just can’t seem to make any progress. You deserve a better mousetrap—as long as it’s a mousetrap that catches roadrunners. Acme Corporation provides the highest quality products and training services for capturing roadrunners and other rascally critters. We care about not only your success as a hunter but also your emotional wellbeing. Our goal is to help you achieve that long-awaited satisfaction of capturing a roadrunner, without having to hurt yourself or compromise your morals.

11 Tagline Examples

11

Tagline Examples

These are some examples of taglines you could use to convey your tone, messaging, and value. No need to pick a few specifically; you can use the ones you’d like where they fit best—your website, email marketing, ads, and beyond.

  • Get Acme and get that roadrunner.
  • Never compromise on quality or your dreams.
  • Helping coyotes like you since 1895.
  • Seize the day and catch that elusive bird.
  • Keeping you safe while you hunt for roadrunners.