Message strategy was developed by Sheperd Simmons to establish a consistent approach for creating communications that achieve a business goal. Simply put, message strategy is deciding what to say and how to say it — in order to reach your desired goal.
Everything sends a message.
And every message needs a strategy.
Whether we’re conscious of it or not, everything (yes, everything) sends a message. Your choice of clothing sends a message. The time you show up sends a message. The food you order. The price you charge. The tone of voice you use when you answer the phone.
It’s all communication. And when it comes to your brand, you should make decisions deliberately — so that the message you intend is the same message that’s received by your intended audience. Need help?
Get yourself a counterpart for that.
Frameworks built for effective message strategy
If you want your messages to drive action, start with your prospect. Get inside their head. See the world through
their eyes. Learn not only what they need, but also how they feel, and what options they have. Empathy before
engagement: that’s the core of a great message, and our frameworks can help you get there.
Single Slide Strategy® For vision, mission, belief, values, and standards
Single Slide Strategy is a framework that helps you articulate the guiding principles of your organization. It’s simple and visual; it connects and flows. Plus, it helps clear up — once and for all — the common confusion about such lofty notions as vision, mission, and “start with why.” From context to customer experience, you’ll get your foundational ideas on one slide. And we’ll give you just the right words to make it understandable, memorable, and inspiring.
The Position X® Process For positioning statements and
value propositions
What makes for a successful marketplace positioning? We believe it must meet four standards: believable, ownable, desirable, and supportable. That’s the premise of Position X — a systematic method of firsthand research, interpreted and drawn to a directional conclusion, then crafted into a final positioning statement. This can be further translated into value propositions for every stakeholder and segment, internal and external.
The Counterpart Brief™ For project-level message
strategy
Creative briefs are a marcomm convention, but ours is unlike any you’ve ever seen. It’s the product of nine months of contemplation — studying briefs from other agencies (we have a collection) and then reimagining the process from the ground up. The resulting Counterpart Brief gives you an entirely fresh perspective — because it’s a dual perspective. This unique approach instills a deeper understanding of the target audience — arming you with more relevant and impactful messages.
The four things that make a message work
If you’ve done your homework on your customers, the rest is easy, right? Not necessarily. Because
all messages aren’t created equal. To get results, they need to be:
Customer-centricAbout the customer
ClearSimple and specific
CompellingStops and moves
ControlledConsistent and compliant
These are the four things that make a message work. And while this idea seems simple enough,
they’re not always easy to put into practice. Take a deeper dive into these principles to see how
your counterparts carefully craft every message.
“Counterpart’s disciplined approach to message strategy is like nothing I’ve ever experienced from any other agency. Their brief process, in particular, is a true game-changer! It literally guided my thoughts and allowed me to focus on what truly matters. It has had a profound impact on my ability to reach my clients.” — Carrie Perry
FedEx Trade Networks, Wright Medical, Carrie Perry Coaching & Consulting
Is your message working?
Counterpart exists to help you create customer-centric communication that’s clear,
compelling, and controlled. But we don’t want to fix what isn’t broken. Get feedback on
your current message — no commitment, no charge. Get a free assessment.