Description
A one-page template for a messaging framework covering core message, audience-specific variants, and supporting proof points. It is designed to be something a client can actually maintain and use, not just agree to in a workshop.
What’s included
- CSV template file (opens in Google Sheets or Excel)
- Core message section with audience-specific variant fields
- Proof points and evidence section
- Vocabulary guidance (words to use, words to avoid)
Who it’s for
Useful if you are helping a client develop or sharpen their core messaging, or if you want to apply the same rigour to your own positioning. Not useful if the client does not yet know who they are talking to or what they are trying to achieve, messaging work requires strategic clarity before it can be useful.
If it works
If the framework is built on real audience understanding and specific proof points rather than aspirational language, it gives everyone in the organisation a consistent reference point. The value is in the discipline of agreeing exactly what to say, not in the document itself.
A messaging framework only works if people use it. Most go out of date within a year. Build in a review date from the start.
Before you download
- This is a CSV file. Open it in Google Sheets or Excel. It will not work as a document or a PDF.
- After downloading, you will find the file in your account under My Downloads.
- You are getting a licence to use and adapt this for your own work. You cannot sell, redistribute, or share it with others.
