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Instructions
1. In the "Key Messages" tab, brainstorm 10 key messages for your audience and then create a short label to make them easy to
chart.
2. In the "Weightings" tab weight the importance for each prioritization criteria. Be sure that your total weight equals no more or
less than 100%.
3. We have set up the evaluation criteria based on Effectiveness, Credibility and Resonance perspectives. Feel free to customize
as you see fit.
4. In the "Message Ratings" tab below, rank eachmessage (Green, Amber, Red cells) on a scale of 1-10.
5. In the "Rankings" tab, sort the results to identify the messages that are most effective, credible and resonate with your
audience.
6. View the automatically generated "Message Map" which provides a visual representation of the data from the prioritization
exercise.
7. Identify which messages to cut, and which to refine based on the evaluation criteria for solid messages.
Key Messages Short Label
1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reliability
2. We have customer support agents ready to help 24/7/365. Assurance
3. Wouldn't you rather just pick up the phone? Convenience
4. It can't get much simpler than flipping a switch to activate. Ease of Use
5. With an industry-leading service level agreement, you won't be left waiting. Responsiveness
6 -
7 -
8 -
9 -
10 -
Message Mapping Tool
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/message-mapping-tool-712
Memorable
Aligned with
Strategy
Consistent with
Positioning
Objective Believable Not Fluffy Trendy Impact Relevant
15% 10% 10% 10% 20% 5% 5% 15% 10% 100%
Message Mapping Tool
Relevant - is the message extremely relevant to the target audience for your product/service?
Weighting Scale
Total
Ranking Criteria & Definitions:
Aligned with Strategy - how aligned with corporate strategy is this message?
Consistent with Positioning - does this message stay consistent with the positioning statement?
Memorable - is this message one that will be easily recalled and remembered?
Credibility ResonanceEffectiveness
Objective - is this message objective in nature? Does it avoid being too sensational and playing on emotions?
Believable - will this message be readily accepted and believed to be true?
Not Fluffy - is the message free of marketing hyperbole such as claims of being 'world-class' or other lofty ideals?
Trendy - does this message hit on a topic of keen interest or trends of the moment?
Impact - how impactful is this message? Is it something people care about or will really consider?
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/message-mapping-tool-712
Key Messages Memorable
Aligned with
Strategy
Consistent
with
Positioning
Objective Believable Not Fluffy Trendy Impact Relevant
Weighting 15% 10% 10% 10% 20% 5% 5% 15% 10%
Reliability 5 8 6 7 7 10 10 8 9
Assurance 10 8 6 6 5 4 3 2 5
Convenience 9 6 5 10 4 7 9 7 7
Ease of Use 7 8 9 2 4 4 7 10 9
Responsiveness 2 3 3 6 5 3 5 6 2
- 1 1 1 1 1 1 1 1 1
- 1 1 1 1 1 1 1 1 1
- 1 1 1 1 1 1 1 1 1
- 1 1 1 1 1 1 1 1 1
- 1 1 1 1 1 1 1 1 1
Effectiveness Credibility Resonance
Message Mapping Tool
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/message-mapping-tool-712
Messages Score Effectiveness Credibility Resonance
Reliability 7.4 2.2 2.6 2.6
Convenience 6.8 2.5 2.2 2.2
Ease of Use 6.7 2.8 1.2 2.8
Assurance 5.7 2.9 1.8 1.0
Responsiveness 4.0 0.9 1.8 1.4
- 1.0 0.4 0.4 0.3
- 1.0 0.4 0.4 0.3
- 1.0 0.4 0.4 0.3
- 1.0 0.4 0.4 0.3
- 1.0 0.4 0.4 0.3
Note: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest).
Message Mapping Tool
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/message-mapping-tool-712
Reliability
Convenience
Ease of Use
-
Assurance
Responsiveness
----
Resonance
Effectiveness
Best Messages
Effective, Not Interesting
Interesting, Ineffective
Cuts
Low
Bubble Size = Credibility
High
Low High
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/message-mapping-tool-712
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Message Mapping Tool

  • 1. Instructions 1. In the "Key Messages" tab, brainstorm 10 key messages for your audience and then create a short label to make them easy to chart. 2. In the "Weightings" tab weight the importance for each prioritization criteria. Be sure that your total weight equals no more or less than 100%. 3. We have set up the evaluation criteria based on Effectiveness, Credibility and Resonance perspectives. Feel free to customize as you see fit. 4. In the "Message Ratings" tab below, rank eachmessage (Green, Amber, Red cells) on a scale of 1-10. 5. In the "Rankings" tab, sort the results to identify the messages that are most effective, credible and resonate with your audience. 6. View the automatically generated "Message Map" which provides a visual representation of the data from the prioritization exercise. 7. Identify which messages to cut, and which to refine based on the evaluation criteria for solid messages.
  • 2. Key Messages Short Label 1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reliability 2. We have customer support agents ready to help 24/7/365. Assurance 3. Wouldn't you rather just pick up the phone? Convenience 4. It can't get much simpler than flipping a switch to activate. Ease of Use 5. With an industry-leading service level agreement, you won't be left waiting. Responsiveness 6 - 7 - 8 - 9 - 10 - Message Mapping Tool This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  • 3. Memorable Aligned with Strategy Consistent with Positioning Objective Believable Not Fluffy Trendy Impact Relevant 15% 10% 10% 10% 20% 5% 5% 15% 10% 100% Message Mapping Tool Relevant - is the message extremely relevant to the target audience for your product/service? Weighting Scale Total Ranking Criteria & Definitions: Aligned with Strategy - how aligned with corporate strategy is this message? Consistent with Positioning - does this message stay consistent with the positioning statement? Memorable - is this message one that will be easily recalled and remembered? Credibility ResonanceEffectiveness Objective - is this message objective in nature? Does it avoid being too sensational and playing on emotions? Believable - will this message be readily accepted and believed to be true? Not Fluffy - is the message free of marketing hyperbole such as claims of being 'world-class' or other lofty ideals? Trendy - does this message hit on a topic of keen interest or trends of the moment? Impact - how impactful is this message? Is it something people care about or will really consider? This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  • 4. Key Messages Memorable Aligned with Strategy Consistent with Positioning Objective Believable Not Fluffy Trendy Impact Relevant Weighting 15% 10% 10% 10% 20% 5% 5% 15% 10% Reliability 5 8 6 7 7 10 10 8 9 Assurance 10 8 6 6 5 4 3 2 5 Convenience 9 6 5 10 4 7 9 7 7 Ease of Use 7 8 9 2 4 4 7 10 9 Responsiveness 2 3 3 6 5 3 5 6 2 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 Effectiveness Credibility Resonance Message Mapping Tool This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  • 5. Messages Score Effectiveness Credibility Resonance Reliability 7.4 2.2 2.6 2.6 Convenience 6.8 2.5 2.2 2.2 Ease of Use 6.7 2.8 1.2 2.8 Assurance 5.7 2.9 1.8 1.0 Responsiveness 4.0 0.9 1.8 1.4 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 Note: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest). Message Mapping Tool This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
  • 6. Reliability Convenience Ease of Use - Assurance Responsiveness ---- Resonance Effectiveness Best Messages Effective, Not Interesting Interesting, Ineffective Cuts Low Bubble Size = Credibility High Low High This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/message-mapping-tool-712
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