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Message Architecture™

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This is not really the Message Architecture diagram. This is just a thumbnail that you can click to for a glorious full-size version. If you are more the verbal type, click here.
Message Architecture™: How to create “slower fish”.

Effective marketing messages are constructed from the bottom up (as illustrated in the graphic), in three linguistic “stories”.
  • The foundation is all the facts and features that make us great: we’ve got the biggest, the fastest, and the most exotic widget.
  • The middle story is the benefits customers derive from all those great features and facts in the first layer.
  • The top story is where the emotional insights gained from Resonance® show us how to create a unique piece of bait that will appeal directly to the emotional parts of consumers’ brains and force them to pay attention.
Message Architecture is built from the bottom up, but consumers encounter it from the top down:
  • We Understand makes them look
  • We Can Do Great Things For You makes them listen
  • We’re Great makes them believe.
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