Lesson seven, analysis, the message box in action. Before we proceed with this lesson, take a moment to download the three examples if you haven't already done so. Together, we'll explore each message box example in detail. Several years ago, I worked with the CEO and president of fly write an innovative company that develops an all natural cure for jet lag in building his marketing plan, his first three steps were one to develop a persona, which he called the globetrotter executive to develop a positioning statement, highlighting specific points of product differentiation against the nearest competitive alternatives, and three, conduct the message box. Here's his complete message box story. The story is titled, it's miserable to fly and you know it.

This is a story about a frequent flyer business executive. Most fliers will tell you that the allure of travel around the world is energized. and inspiring, at least at first, but after multiple trips, many taken back to back, flight travel begins to look not so glamorous, fighting fatigue and jet lag is a real problem. To address this problem, our entrepreneur developed an all natural cure for jetlag. His story is told in his message box. While this isn't a b2b story, per se, the persona is that of a very busy business executive.

This is something that all business people can relate to. No matter how often we travel ourselves. let's dissect his message box together. Engagement message. Air travel is exhausting and takes a toll on your productivity. You're always on the go and can't afford not to be 100% especially when your meetings begin as soon as you land.

The engagement message is all about productivity. The theme of productivity was discovered via the persona exercise, which is not included here. However, you can find that details about the globetrotter persona, in the online course create high impact b2b personas in four easy steps. This message makes a bold statement. Air travel is exhausting and takes a toll on productivity. Notice that this engagement message has nothing to do with fly right the vendor.

The story continues with the solution criteria message. Frequent Flyer business executives like you need to arrive at their destination feeling their best. Passengers want to land feeling energized, immune from sick passengers and minimize jetlag symptoms. Notice that the solution criteria message lists things we know the persona cares about. The criteria is vendor agnostic. Sharing the solution criteria proves to the persona that we understand their problem.

And finally, this message has nothing to do with the vendor. The story continues with the product reinforcement message, flower helps you hit the ground running fly right ensures good energy upon landing. With complete immune system support. We have an all natural blend of 12 organic herbs that safe, effective and in an easy to take capsule form. Fly right has no side effects, eliminating the crash that comes after poor alternatives like drinking sodas, or coffee or the fog following a sleeping pill. Here in this message, fly right makes a strong case for it being the best alternative against other remedies.

It's important to note here that while there were many medicinal remedies in the market today to combat jetlag, the persona exercise revealed that non medicinal alternatives were the most likely competition. In other words, the personas had been relying on sodas, coffee or sleeping pills. That information led to the development of the positioning and differentiation reflected in the product reinforcement message concluding with the value message. Now you can arrive feeling as clear and as sharp as when you left. Fly right is the single most effective way to improve productivity while traveling across the country or around the world. Join with flight crews from leading airlines that have tested our product and trusted to keep them healthy and productive.

Lastly, the value message is the reciprocal of the engagement message. To paraphrase the engagement messages about air travel taking a toll on productivity. The value message reveals that productivity need not suffer when air travelers uses jet lag remedy. The next story is from a company called overtone. And this was a story used to get the attention of customer support managers. overtone was an internet application company.

It was later acquired by Connell, let's look at their messagebox with the advent of social media, customers are talking about company's products in a variety of formats, some on the company's website and customer surveys, and some an unstructured chat rooms, Twitter user group forums, and other venues that the company does not control. This is the age of the empowered consumer. And they have the ability to influence a company's bottom line like never before overtone titled their story. Do you know what your customers are talking about? they summarize their persona as customer service managers of online service providers and technology companies that generate more than 10,000 pieces of customer feedback every day. Engagement message is illustrated here.

Listening to and comprehending customer feedback takes too much time. It's hard because customers are leaving a huge volume of feedback in various places. There is just too much information to sift through to make sense of it all. The engagement messages designed to provoke an emotional response. The upshot here is that there is just Too much customer feedback to sift through to make sense of it. Yet not to try is an invitation to disaster that might befall your company at any instant.

The solution criteria message illustrates the desired answer to this problem. You need a way to quickly sort through the feedback, turning it into actionable insights. Wouldn't it be great if you could collect customer feedback across all touch points in real time and get down to root causes of customer discontent? automate this task so you don't require an army of analysts instantly discover opportunities to upsell and cross sell relevant services. The solution message illustrates a set of criteria against which any and all solutions should be evaluated. Of course, this list is not comprehensive.

Remember, it is not our goal to deliver a thesis via the message box. All we want to do is engage the prospects so they Respond Tell me more. Then we are given the invitation to delve deeper into the relevant topics conditions and benefits. The product reinforcement message is where we introduce our product. We help you make sense of the feedback so you can drive strategic decisions and take intelligent action. overtone provides the first on demand customer feedback solution that collects categorizes, analyzes, and reports real time customer insights to business users, we collect data from web forms, email, surveys, SMS, and connect to CRM and other web applications, including social media in order to detect emerging issues and provide early warning alerts, or advanced business rules allow you to automatically engage customers to upsell and cross sell relevant products and services based on customer input.

You may wonder if overtones product reinforce message is too long. It is not. What matters most is that you summarize a story that answers these four questions. What is it? What does it do? What does it mean?

And why should the customer care. However, remember that this message is not the datasheet people can only remember a few things at a time. That's why I like to focus on three attributes of your product. What's most important, you decide based on your persona, the messagebox exercise requires you to focus on which benefits and product attributes are most important to share first, in a dialogue that will continue to grow and evolve over time. overtone concludes its story with this message we make listening to customers easy. Now you can quickly gather insights on what your customers are talking about.

Join companies today like at&t, Microsoft and proflowers who are now processing thousands of comments and honing in on opportunities while improving Customer Satisfaction all in real time. The value message is so simple that anyone can understand it. Remember, it is the reciprocal of the engagement message and overtones case, the engagement message was listening to mountains of customer feedback is hard. Now the value messages we make listening to customers easy. So in the span of 60 seconds, overtone told its story and hooked its audience. Let's look at one more example in detail.

This is a story about call center managers who run high volume b2c retail stores. They're responsible for driving sales in their brick and mortar stores, as well as via their commerce websites. This example is a couple of years old when e commerce was still in its infancy. We take a lot of our online shopping experiences for granted today. However, as you review this story, try to remember what it was like in the early days in the internet because of confidentiality agreements, the name of this company has been admitted. They called their story, the Achilles heel of online retailers.

And it was aimed at high volume b2c retailers. The VP of product management use this message box to rally his team in building a series of product use cases around the story. Their engagement message was the following. online retailers are missing revenue opportunities on their websites and they don't even know it. prospects are visiting your website all the time, but you don't have the ability to recognize and separate the qualified leads from the random visitors in real time. Here their engagement messages a very bold statement, the claim is that they're missing revenue opportunities and they don't even know it.

This is to grab attention. They were willing to be a bit controversial in making this claim. The beauty of this approach is that no matter what the prospects reaction is, the hook has been planted and the dialogue will unfold. Consider that if the prospect agrees what I had No idea. What do you mean? Or if she takes issue, you're wrong, we are in complete control.

We have successfully identified the prospects stance, he can now tailor his dialogue with her accordingly. The point of the engagement message is to engage the prospect. It is not required that the prospect agree with the message. Moving forward in the dialogue, the sales rep can explain the criteria required to maximize revenue opportunities on the website. If the prospect is receptive, the conversation can continue in more detail. The solution criteria message continues.

You need the ability to be at your web visitor side where you can easily identify repeat visitors instantly. See the visitors path through the website to discover their download history. engage them in a relevant timely chat online or live dialog to answer their questions and provide assistance in real time. What else About this example is that the solution criteria message is focused on the customer experience. It strongly suggests that the target persona must really be in tune with their customers journey through the purchase process. And to be able to do that there is a very definite ideal solution criteria that must be met.

Regardless of what product they end up purchasing. The company in this example is able to explain the criteria required to maximize revenue opportunities on the website. This is very compelling and it is a direct follow on from the engagement message. And now the product reinforcement message. Our brand web based interactive solution lets you engage visitors active conversations, optimized cross sell opportunities, we turn your passive website into an active interface, where you help visitors find the products and services they want and need. integrate with back end systems or E services solution maps to your website and integrate rates with your CRM solution, giving you complete information on the customer's experience in real time, control the interaction.

You set the triggers for real time engagement and lead scoring, length of stay on the website, number of return visits items downloaded etc. As with the prior example, the product reinforcement message is longer than the other message. It's denser with more words, this is not necessarily a bad thing. So is this message as stated too long? Not at all. While the message must be concise and focused, it must also be relevant and complete enough to make a point.

In fact, I like to follow the rule of three. Make three points of relevance that differentiate you in your product reinforcement message show and tell why Yours is the best alternative to meet the problem you introduced in the engagement message. Finally, the value message reveals a direct response to the engagement message It's a powerful story that creates an aligned vision of what the prospect wants to achieve and what the vendor can deliver. Here's how the example concludes, online retailers will never miss a qualified lead again. Our solution powers the online activity of 100 of the biggest consumer brands, allowing them to interact with their online customers in the same ways brick and mortar stores do. Now you can proceed with confidence to deliver best in class customer experience while maximizing your online revenue opportunities.

Again, the mark of a good value message is that it is the reciprocal of the engagement message. In this case, you'll never miss a qualified lead again, that's powerful stuff that the target persona cares about.