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Message Map

A message map is an analytical process that creates a tactical tool, perhaps captured in a document, that investigates and documents elements such as:

By taking stock of all of these elements in one place, and understanding their relationships, a messaging map becomes an approach to creating effective messaging.

Secondarily, it can create messaging uniformity across large teams and disparate sales and marketing campaigns, materials, etc. As such, it can be useful to capture the messaging map as a single document, such as a slide deck.



A messaging map is highly variable; depending on its subject matter, it may contain just a few of these elements.
Minimum viable elements of a messaging map are:
- Target audiences
- Audience problems/fears
- Features, Benefits, and Value Proposition
- Positioning