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G2M Message Architecture (read from bottom up) |
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3
We understand. |
The top level of our message architecture is the one that catches potential customers’ attention. This is the level of the message that says “You know, you’re a wonderful mother and you probably don’t get the credit you deserve. Your own mother should be awed by your parenting skills.” Of course, we seldom relay this message overtly. |
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We can do great things for you. |
This level is good, old-fashioned “what’s-in-it-for-me”, benefit selling. It’s created by turning those “we’re great” points into benefits – specifically, the benefits that have been shown to be most relevant. This level says “Our new baby seat will protect your child better and it’s really lightweight, so it’s easy to install in the Volvo.” |
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1
We're great! |
The “foundation” of all messages is built from all the things that are great about us: we’re the biggest, the fastest, the most feature-loaded, the most-awarded, etc. This is the level of the message that says “Our new baby seat is made of military grade titanium.” Of course Marketers love to talk about this, but, if we only communicate at this level, we’re only talking to ourselves. |
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