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Buying-context message brief

Complete one brief for each service line, offer, or market whose buyer and project context differs. Use it with the positioning and message system.

Scope​

  • Service line, offer, and market: ____________________
  • Best-fit project, budget context, home, and location: ____________________
  • Poor-fit or excluded work: ____________________
  • Business outcome this message supports: ____________________

The buying situation​

  • Trigger or job the homeowner is trying to accomplish: ____________________
  • Desired practical and personal outcome: ____________________
  • Household decision-makers and outside influencers: ____________________
  • Main concerns about investment, disruption, timing, design, communication, and risk: ____________________
  • Selection criteria and common objections: ____________________
  • Alternatives they compare, including doing nothing: ____________________
  • Questions they ask, and questions they should ask: ____________________
  • Sources, people, and proof they trust: ____________________

Promise and evidence​

  • Category or service in plain language: ____________________
  • Best-fit customer and project: ____________________
  • Outcome the company can credibly promise: ____________________
  • Distinctive way it delivers that outcome: ____________________
  • Process, project, review, or client evidence for the claim: ____________________
  • Honest limits, tradeoffs, or conditions: ____________________
  • Words customers use that are worth preserving: ____________________
  • Claims, phrases, or implications to avoid: ____________________

Message set and control​

  • Positioning statement: We help __________ achieve __________ through __________.
  • One-sentence description: ____________________
  • Short description: ____________________
  • Longer description or sales explanation: ____________________
  • Approved proof points and offer language: ____________________
  • Source owner, approver, revision date, and next review: ____________________
  • Touchpoints to check for consistency, including website, local profiles, proposals, and sales materials: ____________________