The Fletch PMM process of creating a homepage message

1️⃣ Audit your current messaging

↳ Using our positioning & messaging model

By breaking apart your positioning into elements...

It gives you x-ray vision on where things are breaking down.📈 Market Elements 📈

🟣 Persona

🟡 Company Type

⚫ Context

🔴 Problem

💻 Product Elements 💻

🟣 Product Category

🟠 Capability

🟢 Feature

🔵 Benefit

2️⃣ Address clarity gaps

↳ to discover your minimum viable positioning

By understanding where you are most clear — and where you need work...

You can start to identify positioning anchors to explain what you are and who you serve.🏆 

We call this your minimum viable positioning.

And it is the message you want to lead with in the hero section of your home page.

3️⃣ Build the strategic message

↳ By filling our our Messaging Canvas

You can't message everything about your product on your home page!

Instead, you need to find the most compelling elements that align with the struggles of your target customers.

Our canvas framework helps you prioritize those pieces and craft clear value propositions to support your positioning.

4️⃣ Translate the message to site copy

↳ with the right story structure

The final step is taking your minimum viable positioning and your supporting value props and putting them into a cohesive structure.

Here is where we punch up the language to something more suitable for a website.