How can you prioritize your value propositions in a messaging hierarchy?

1 What is a messaging hierarchy?

A messaging hierarchy is a way of organizing your value proposition into different layers of information that address different aspects of your buyer's needs and interests. A messaging hierarchy helps you to create consistent, coherent, and compelling messages that resonate with your audience across different channels, formats, and stages of the buying cycle. A messaging hierarchy typically consists of four levels: a big idea, a core message, supporting messages, and proof points.

2 How to create a big idea?

A big idea is a concise and memorable statement that captures the essence of your value proposition and differentiates you from your competitors. It should answer the question: why should your buyer care about your solution? A big idea should be based on your buyer persona's main pain point, goal, or aspiration, and how your solution can help them achieve it. A big idea should be catchy, bold, and emotional, and appeal to your buyer's rational and emotional drivers.

3 How to create a core message?

A core message is a more detailed and specific statement that explains what your solution is, how it works, and what benefits it delivers. It should answer the question: what makes your solution unique and valuable? A core message should be based on your unique value proposition (UVP), which is the combination of features, advantages, and benefits that sets you apart from your competitors. A core message should be clear, concise, and credible, and highlight your UVP in a compelling way.

4 How to create supporting messages?

Supporting messages are sub-messages that expand on your core message and provide more information about your solution's features, benefits, and use cases. They should answer the question: how does your solution solve your buyer's problems and help them achieve their goals? Supporting messages should be based on your buyer persona's key challenges, motivations, and criteria, and how your solution can address them. Supporting messages should be relevant, specific, and engaging, and tailor your value proposition to your buyer's context and needs.

5 How to create proof points?

Proof points are pieces of evidence that back up your supporting messages and demonstrate your solution's value and credibility. They should answer the question: why should your buyer trust and choose your solution? Proof points can include data, facts, testimonials, case studies, awards, certifications, or any other form of validation that shows your solution's impact and results. Proof points should be quantifiable, verifiable, and relatable, and showcase your solution's success and differentiation.

6 How to prioritize your messaging hierarchy?

Once you have created your messaging hierarchy, it is essential to prioritize it according to your buyer's journey, channel, and format. Your big idea should be used as your headline, slogan, or hook to capture attention. The core message should be used as your elevator pitch, summary, or introduction to explain your value proposition and UVP. Supporting messages should be used as the body, content, or details to elaborate on features, benefits, and use cases. Lastly, proof points should be used as the call to action, conclusion, or reinforcement to persuade the buyer. By prioritizing your value proposition in a messaging hierarchy, you can create more effective and persuasive B2B marketing messages that resonate with your audience and lead them to take action.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?