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How to develop customer-centric messaging

One of the most rewarding things I do is working with organizations to develop strong, relevant and customer-centric messaging. There are tons of ways to do this, and over the years I've morphed mine as I've discovered new techniques that strengthen my approach:

a snippet of The Word Factory's messaging template

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Messaging workshops usually run between 2 and 3 hours to create an first draft architecture. When that kind of time is hard to come by, the strategy's easily atomized so we can tackle smaller chunks. That's also helpful when execs want to be involved, because we can get their insights on the big picture stuff at the top and then let them while people closer to the audience work on the lower sections.

The modular format also works when we want to capture a specific audience's perspective and thoughts on messaging. We can walk them through the perspectives section and get their insights on key messages and talking points. Then we can factor that into group discussions with the messaging team using a direct analog to the broader architecture. Here's more on infusing the customer perspective into your messaging:

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