Craft Compelling Marketing Messages with this Simple Format
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Business Benefits• Make $• Save $• Save Time• Customers • Employees
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Business Benefits• Make $• Save $• Save Time• Customers • Employees
Fear of Loss• Love• Health• Career• Money
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
UVP Interviews
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
UVP Interviews
Closed Deals
Message Builder FormatWhat Feature Advantage Benefit Situation Trouble Action Result
…provides for…
…which means…
…which results in…
For example…
…which led to…
…to address this…
…As a result…
UVP Methodology
Nail Key Customer Problem
More leads; Increased Sales
My CMO Advisor Early Adopters
Trouble scaling; Short runway
UVP Interviews
Closed Deals
Craft Compelling Marketing Messages with this Simple Format
