Mind Meld for Better Messaging

Here is a technique I learned from Amy Kelm, an expert in branding and marketing communications. Amy's technique puts rigor behind mapping your key messages to where the customer is coming from at each step of the buying cycle, e.g., really getting into their head (think Dr. Phil).

So you've got much of your marketing strategy defined - target audience, influencers, value proposition, messages, key points in the buying cycle. Before you proceed to define your deliverables, this extra step will help you make sure each message is right on target.

1. Make a big table.
   
2. Across the top, list all of the members and influencers in your target market.
   
3. Down the left side list the following:

• What these members / influencers currently believe
• What you want them to believe
• What they need
• Communication objectives
• Value proposition
• Messaging essence - just a few words
  
• Messaging main points

Now fill it in. Start by paraphrasing their thoughts. Getting into their heads that way will really help you refine the communication objectives, value proposition, and messaging.

As you define and create your deliverables, refer back to your table often so you stay on track.

Remember, how do they feeeeeel....