6: Messaging



It’s time for more secret sauce. We are about to share with you something that’s been perfected over the last 20 years of designing messaging for start-ups, new products and divisions.

At Blue Practice we have a way to approach messaging that is benefit focused. We call it the Messaging Matrix. We use this as a way of focusing and accurately communicating the key benefits of any offering.

Recipe for Key Messages = Core Benefits

(Key benefits to the customer, audience or stakeholders)


  • 34 key messages that serve up benefits
  • Proof points to support your messages
  • Statistics, anecdotes, and factoids

Recipe for creating a True Value Proposition = Elevator Pitch


  •  Identify the audience
  • Call out the category you hope to own
  • Identify your competitive dlfferentlators
  • Identify the reason to believe