Why only three
Most teams fail at messaging because they try to say everything. Three messages create consistency and make testing measurable.
Message 1: Promise
What outcome do you deliver? Keep it short and specific.
Message 2: Proof
Why should anyone believe you? Use metrics, credibility, or a differentiator.
Message 3: Differentiator
Why you vs alternatives? Name one thing you do uniquely well.
Use everywhere
These messages should show up in Search ads, Social hooks, landing headers, and email subject lines.