We have covered how to create your positioning by picking the category and writing down your POPs and PODs (see email 1–3), selecting your target audience (email 4), and writing down your value proposition (email 5). Now it’s time to gather everything in a message map.

A message map is a one- or two-page document that’s used by multiple people in the organization. The message map includes:

  • Positioning

  • Vision and mission

  • Elevator pitch

  • Taglines

  • Boilerplate (a company description that is included in every press release)

  • Key messages for different stakeholders (consumers, partners, investors)

Having all of the above in one document will come in handy when different people are working on your external communication, PR, advertising, sales, fundraising, product and more. When everyone uses the same core messages, you ensure that all of you tell the same story, which is not as easy as it sounds. Use the message map as a checklist or guide in your daily tasks.

Here's my message map template – please make a copy of it before you start using it,
Lisa Enckell