Supernormal's marketing messaging framework is a comprehensive tool that enables you to create any communication that is clear and consistent. From elevator pitches to ad campaigns, the framework helps you deliver a consistent narrative. The framework consists of several components that we'll explain below. Once you have written out your framework, you can apply it to any communication, whether it is social media posts or paid advertising. Feel free to use it as you see fit!
The Messaging Components
Narrative
The narrative is the most powerful version of your company's story, designed to underpin all internal and external communications. You'll rarely deliver the narrative in full, but all communications should be consistent with the narrative.
Your narrative informs the story you tell. Storytelling is a way to connect with people at an emotional level and motivate them to take action. It's also an extremely effective tool for inspiring individuals on your team who are working hard toward a shared goal or vision.
The Elevator Pitch
An elevator pitch is a brief, persuasive communication of your idea. The name suggests that it should only take 30 seconds to deliver, but this isn’t always the case! Your elevator pitch may be longer if you’re part of an organization with a lot of moving parts or if you have multiple messages to convey.
It's important that your elevator pitch sets up the problem that the company is solving. Without that, the company is reduced to just a competing place in a crowded market.
Vision
The vision is what you want your business to be like 10 years from now. It's important to think about the kind of company you want to run and how it will differ from what exists today. The vision should be written as a sentence or two that clearly express why your product exists and what it does for people.
Internally, the vision should help motivate employees and encourage creativity. Externally, the vision should help you acquire customers and potential employees by sharing your long term thinking.
Mission
This should be a simple, repeatable line that keeps the team aligned and pursuing the vision. The mission statement is a statement of the company's purpose. It should be clear and concise, and it should also describe your business model or value proposition.
Origin Story
So, where did you come from? Perhaps you started as the sole developer at a small agency that had no choice but to outsource their messaging needs to an external firm. Or maybe you worked on behalf of a larger brand that wanted more control over its messaging and felt it was time to build its own platform. Maybe your company is just starting out and looking for ways to stand out in what seems like an oversaturated market.
The origin story serves the purpose of giving a human face to the history of the company and should present why your team is uniquely capable of solving the big problem that you are focused on.
The Framework
Supernormal's marketing messaging framework is a simple template that aligns all your communication. In less than 30 minutes, you can have a guiding framework that can inform all your creative, messaging, and positioning.