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Messaging for Success

Even great products don’t sell themselves! Once you develop a powerful value proposition, you must communicate the value of your offering to your prospects. Build a powerful messaging strategy and capitalize on marketing communications.

Your success hinges not only on the inherent quality of the product or service (the so-called “better mousetrap”), but also on your ability to move swiftly, integrate resources and execute effectively and efficiently with a coherent and compelling message. In this Workshop, you’ll explore key questions such as: What is the credibility foundation you bring to the market? How do you communicate your most significant value to your most important prospects? How does knowing what is Innovative, Indispensable, and Inspirational about your product/service help create a powerful and effective messaging strategy?

You may know why your offering is valuable, your advisors may know why they are valuable and your employees may know why they are valuable, but how will your customers know? A powerful Value Proposition is only the beginning. You must also have effective messaging to convey your value to your potential customers. Messaging, if done correctly, can give you an advantage in the marketplace.

In this Workshop, we will look at how you can set your message apart in the marketplace. We will look at the fundamentals of messaging, and then take a closer look at branding, taglines, images, and the like.

This is one of the five Pre-Program Workshops in the Value Prop Method.

Who Should Attend:

This Workshop is designed for anyone who desires to sharpen their messaging. While this Workshop may be taken at any time, we strongly recommend that Members do so after completing the three Context Workshops and the Value Prop Workshop.


At the end of this Workshop you will know:

  • Why messaging is so important for reaching customers.
  • The aspects of successful messaging.
  • Whom your company should target with its messaging.
  • How you will ground your message in your company’s identity.
  • The direction in which you should point for branding, taglines, and other marketing communications.

You will also complete the Messaging Foundations Worksheet and be prepared to communicate what you have learned with team members at your company.

Workshop Format

As with all Value Prop Workshops, this Workshop is a four-hour session limited to no more than fifteen Members to ensure a truly interactive and immersive experience. Also, as with all our Workshops, we ask you to come ready to “roll up your sleeves” and work on your most pressing initiative.

  • Participants receive a Workbook.
  • Participants will receive instruction as they update their Workbook with information pertaining to their real initiatives.
  • Participants will work with their peers in this session, discussing approaches for and receiving input on their initiatives.

Note: Participants are not expected to share any sensitive or confidential information but only that which they are comfortable sharing with a group of business peers.

Prerequisites and Tools:

You will receive the Messaging Foundations Worksheet via email upon registering for this Workshop. Please invest 20 minutes in reviewing the Worksheet before the Workshop.

This Workshop is led by one of these individuals:

Jose Palomino, Value Prop Interactive CEO

Karen Davis, Value Prop Interactive Chief Operating Officer

Matthew Gorman, Value Prop Interactive Director of Consulting

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