How to Build a Message House: Your No-Bullshit Guide
Ah, the humble message house. No it's not a new Netflix series, or a hipster café where you sip on artisanal lattes while discussing the nuances of existentialism.
Nope, it's a tool—and a bloody effective one—that can make your business communications as clear as a bell and as impactful as a sledgehammer on a watermelon.
So, grab a cuppa and get comfy. Let’s dive into the nitty-gritty of how you, the everyday business owner, can leverage the power of a message house to drive your marketing further than ever before.
Wait, what the hell is a message house…
Let's start with the basics shall we?
A message house is a structured framework that helps you clarify your brand's core messages.
Picture a house, but instead of rooms filled with furniture, you've got compartments filled with messages. The roof is your main message, the rooms are your core messages, and the foundation is made up of proof points. Simple as that.
There are typically two types of message house - the multi-room and the single-room.
The single-room is a minimalist's dream, featuring only four messages: 'big picture,' 'utility,' 'critics,' and 'action.'
The multi-room has an 'umbrella statement' in the roof and three rooms underneath, each containing a different core message.
Why You Should Give a Damn
If you think a message house is just a "nice-to-have" or a "thought exercise," think again mate.
A well-designed message house provides focus, improves communication, and saves everyone a shit-ton of time. It's like having a GPS for your brand, you'll always know where you're going and how to get there.
This isn't some fluffy, feel-good exercise that you can shove in a drawer and forget about.
Nah, this is the real deal, the cornerstone of your brand's communication strategy.
Focus, Baby, Focus!
First off, a message house brings unparalleled focus to your brand.
Imagine you're a ship captain sailing through treacherous waters. You wouldn't set sail without a compass, would you?
A message house is your navigational tool, pointing you in the right direction and keeping you on course. It helps you avoid the sirens of distraction and the whirlpools of inconsistency that can sink your brand faster than you can say "abandon ship!"
Say Goodbye to Communication Breakdowns
Ever played a game of "Chinese Whispers"? You know, where a message gets distorted as it passes from person to person? That's what happens when your brand doesn't have a clear, unified message.
Employees get confused, marketing campaigns go off the rails, and customers end up scratching their heads, wondering what the hell you're trying to say.
A message house ensures that everyone—from your marketing team to your customer service reps—speaks the same language.
It's like having a universal translator for your brand.
You Know That Time is Money
Let's talk about efficiency. How many hours have you wasted in meetings, debating the wording of a new slogan or the messaging of a marketing campaign?
Time is a finite resource, and every minute you squander is a minute you're not making money.
A message house streamlines the decision-making process, cutting through the bullshit and getting everyone on the same page quickly.
It's a cheat sheet for your brand that everyone can refer to.
Future-Proofing Your Brand
A well-crafted message house is timeless. It's not just a snapshot of your brand today. It's a living document that evolves with your business. It keeps your messaging relevant and fresh, ensuring that you're not stuck in the past while the world moves on.
A constant point of reference that guides you through changing landscapes and market fluctuations.
Think of it as your brand's guiding star.
Building a Single-Room Message House
So you've decided to go for the single-room message house, eh?
But before you start throwing messages around like confetti at a wedding, let's get down to the brass tacks of how to construct this bad boy.
Step 1: The Big Picture Message
This is your brand's mission statement on steroids.
It's the grand vision that makes people want to join your cult—I mean, brand. This isn't the time for modesty or ambiguity. Go big or go home. Ask yourself, "Why does my business exist?" and "What's the ultimate goal?"
Your answer should be something that not only encapsulates your business but also inspires action.
Pro Tip: Make it emotional. People are driven by feelings, not logic. If your big picture message can tug at the heartstrings, you're onto a winner.
Step 2: The Utility Message
Alright, you've got their attention with your grand vision.
Now it's time to answer the age-old question: "What's in it for me?" This is where the Utility Message comes in. It's the practical aspect of your brand that solves a problem or fulfills a need.
Whether you're selling eco-friendly diapers or artisanal beard oil, you need to make it clear how your product or service benefits the consumer.
Pro Tip: Use concrete examples or statistics to back up your claims. Saying "Our app saves you time" is good, but saying "Our app saves you an average of 4 hours per week" is even better.
Step 3: The Critics Message
Ah, critics. Can't live with 'em, can't live without 'em.
Every brand has its detractors, and that's okay. The Critics Message is your chance to address any potential criticisms head-on and flip the script. If people say your product is too expensive, your Critics Message could be: "It's an investment in quality that pays off in the long run."
Pro Tip: Be honest but positive. Acknowledge the criticism and then counter it with a message that turns a perceived negative into a positive.
Step 4: The Action Message
Last but definitely not least, the Action Message is your call to action (CTA).
It's the "Buy Now," "Sign Up," or "Learn More" that prompts people to take the next step. But a good Action Message goes beyond telling people what to do, it gives them a compelling reason to do it.
Pro Tip: Create a sense of urgency or exclusivity. Phrases like "Limited Time Offer" or "Exclusive Access" can add that extra oomph to your CTA.
Step 5: The Fine-Tuning
Once you've got all four messages, don't just slap them together and call it a day.
Take the time to fine-tune them. Make sure they're clear, concise, and complementary. They should flow naturally from one to the next, creating a cohesive narrative that tells the story of your brand.
Pro Tip: Test it out on a small audience first. Get feedback, make adjustments, and test it again. Rinse and repeat until your message house is as solid as a rock.
Step 6: Implementation
You've built it, but will they come? A message house is only as good as its implementation.
Integrate it into your marketing materials, your internal communications, your social media—basically, anywhere and everywhere your brand has a presence.
Pro Tip: Make it accessible to your team. Whether it's a Google Doc, a Slack channel, or a framed print on the office wall, make sure everyone knows where to find it and how to use it.
Building a Multi-Room Message House
Keen on having a more elaborate structure to your messaging? Then this is the way to go.
It's the difference between a studio apartment and a sprawling estate, both serve the same basic purpose, but one gives you a helluva lot more room to play around.
Let's roll up our sleeves and get to work, shall we?
Step 1: The Roof—Your Main Message (The Umbrella Statement)
The roof of your multi-room message house is what we call the "umbrella statement."
This is the overarching message that encapsulates your brand's raison d'être.
It's the big, bold statement that you want to scream from the rooftops. Think of it as your brand's headline news. What's the one thing you want people to remember about your business?
That's your umbrella statement.
Pro Tip: Keep it short and sweet. This is your elevator pitch, not a bloody dissertation.
Step 2: The Rooms—Core Messages (Three or More)
Each room should contain a distinct message that aligns with your overarching theme.
The Living Room (Customer Benefits): This is where you make your audience feel at home. What benefits do you offer? How do you solve their problems? Make it cozy and inviting.
The Kitchen (Unique Selling Propositions): The kitchen is where the magic happens, right? This room should focus on what sets you apart from the competition. Are you faster, cheaper, better? Serve it up!
The Study (Addressing Criticisms): Ah, the study—a place for contemplation and problem-solving. Use this room to preemptively address any criticisms or objections your audience might have. Turn those negatives into positives.
Optional Rooms: Depending on your brand's complexity, you might want to add more rooms. Maybe a "Garage" for your technical specs, or a "Backyard" for your company culture.
Pro Tip: Each room should be self-contained but also flow naturally from one to the next. Think of it as a guided tour of your brand.
Step 3: The Foundation—Proof Points
The foundation of your message house is built on proof points.
These are the hard facts, statistics, testimonials, and other pieces of evidence that support your core messages. Without a strong foundation, your message house will crumble faster than a sandcastle at high tide.
Pro Tip: Make sure your proof points are specific and verifiable. "9 out of 10 customers recommend us" is far more compelling than "customers love us."
Step 4: Review, Revise, and Revisit
Building a message house isn't a "set and forget" kind of deal.
It's a living, breathing document that should evolve with your brand. So, make sure you review and update your message house at least quarterly, because change is the only constant here.
Pro Tip: Involve different departments in the review process. The more perspectives you have, the more robust your message house will be.
Practical Applications for Everyday Business Owners
Alright, let's get down to brass tacks. You've built your message house, and you're feeling pretty chuffed about it. But what now? How do you actually use this bad boy in the real world?
Sit tight, because I’ll dive into some practical applications that'll make you wonder how you ever lived without a message house.
Marketing & Communications
Let's start with the obvious: marketing. You know those never-ending meetings where everyone's bickering about the new slogan, the colour of the bloody logo, or what meme to post next?
Yeah, those can be a real time-suck.
Enter the message house. With this nifty tool, you've got an 'anchor' to refer back to. It's like having a referee in a boxing match; when things get messy, it steps in to realign the conversation.
Your message house ensures that your marketing campaigns are as consistent as a barista's latte art. Whether you're launching a new product, running a social media campaign, or crafting an email blast, your message house keeps you on track.
It's like a cheat sheet for your brand's voice, ensuring that you're always hitting the right notes.
Sales Pitches & Customer Interactions
Ever stumbled over your words when trying to explain what your business does?
With a message house, you've got your elevator pitch ready to go. It's like having a script for those impromptu performances, also known as sales pitches.
Your core messages become your selling points, and your proof points back you up like a wingman on a night out.
Human Resources
Ah, the joys of hiring. You sift through résumés, conduct interviews, and then pray to the employment gods that you've found the right fit. But what if you had a tool that could make this process less like a game of Russian roulette?
Yep, you guessed it—the message house.
During interviews, your message house serves as a conversational tool, helping you articulate your company's values and goals. It's like having a cheat sheet for what your business stands for. Post-hiring, it becomes an orientation guide, ensuring that your new hires aren't just wandering around like headless chooks.
They'll know exactly what your business is about, making them more aligned and effective team members from day one.
Crisis Management
Let's face it, shit happens. Whether it's a PR crisis or a product recall, you need a game plan.
Your message house can be your saving grace.
It helps you respond to crises in a way that's aligned with your brand's core messages. No more winging it and hoping for the best.
With a message house, you've got a roadmap for navigating the storm.
Community & Public Relations
Last but not least, let's talk PR. Whether you're pitching a story to a journalist or responding to customer reviews, your message house ensures you're always putting your best foot forward. It's like having a PR agent in your pocket, guiding you on what to say and how to say it.
So you've made it to the end and you're probably thinking:
"Alright, this message house thing sounds like a game-changer."
And you'd be bloody right.
A well-crafted message house isn't just a tool, it's a lifeline for your business. A compass for your brand, and a cheat sheet for, well, just about everything.
It's like having a business guru on speed dial who it doesn't charge by the hour.
But let's be real—building a message house isn't a walk in the park. It's a craft, an art form, and sometimes you need a bit of help from someone who knows their shit. That's where I come in.
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