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Part 7: Message — The Meaningful Center
- AV Design Studio
- Jun 13
- 3 min read
Table of Contents
1. Introduction
We’ve now journeyed through every element of the PPRFM framework: Persona, Platform, Rhythm, and Frequency. Each of these layers builds the scaffolding of a strong marketing strategy. But none of them matter without this final, defining element: Message.
In marketing, the message is not just a slogan or tagline. It’s the heartbeat. It’s the part of the strategy that should evoke understanding, trust, emotion, and ideally—action. It’s the story you tell, and even more importantly, the one your customer believes they are part of.
2. The Core of Connection: Defining "Message"
"Message" is the emotional and cognitive center of your campaign. It’s what you stand for, what you offer, and why it matters—compressed into the words, images, and signals you send. Unlike content, which is variable and tactical, message is strategic and enduring.
Think of the message as the meaning behind the marketing. It aligns every part of your brand with what you’re actually trying to say.
3. Why Message is the Center of the PPRFM Framework
All other elements of the PPRFM model revolve around message:
Persona gives the message a receiver.
Platform gives it a home.
Rhythm provides its timing.
Frequency ensures its persistence.
But message is the payload. If your platform is the delivery truck, the message is the package inside. And if that package is empty or confusing, no platform or persona targeting will save you.
4. Message vs. Content: The Critical Difference
Many marketers conflate "message" with "content." But they’re not the same:
Content is what you post.
Message is what you mean.
You can create dozens of pieces of content—blog posts, videos, ads, newsletters—but if they don’t stem from a single, powerful message, they will lack cohesion and power.
Strong brands have clear, repeatable messages that echo across every touchpoint. Think of Nike’s "Just Do It." That’s not content. That’s message. The content changes. The message remains.
5. Crafting a Message That Resonates
Great messaging is clear, concise, relevant, and emotional. To craft a compelling message, start with the following questions:
What does your audience care about most?
What’s the transformation or benefit you’re offering?
What’s your unique angle or point of view?
How can you say it simply and memorably?
Example:
Persona: First-time entrepreneur
Message: "We help you launch without the chaos"
This message is emotional (addresses chaos), transformational (launching), and targeted (entrepreneurs).
6. The Role of Empathy and Insight
Empathy is essential to good messaging. You need to understand not just what your audience wants, but how they feel, how they talk, what they fear, and what they hope for.
Use tools like customer interviews, surveys, and social listening to gather insight. Then test your message for tone and emotional resonance.
A powerful message says: "We see you. We understand. And we’re here to help."
7. Testing, Feedback, and Iteration
Messaging should not be static. It must be field-tested:
Use A/B testing to compare variations.
Run messaging past real customers to get reactions.
Watch performance metrics like click-through rates, conversions, and time on page.
Often, the first draft is too broad or too clever. The best messages are often discovered, not invented. They’re pulled from customer conversations and real-life needs.
8. The Dangers of Message Drift
As your campaigns evolve, message drift can occur. Teams add their own spin. Tactics overtake strategy. And before long, the brand feels inconsistent or even contradictory.
To combat this:
Document your core message clearly
Train all departments on message guidelines
Audit touchpoints regularly
Consistency is the key to trust.
9. Embedding Message into All Channels
Once refined, your message must be embedded everywhere:
Homepage headlines
Email subject lines
Product descriptions
Sales scripts
Social media bios
Repetition builds memory. A clear, resonant message repeated consistently is the cornerstone of brand recognition.
10. Final Thoughts: Message as a Promise
At the highest level, your message is a promise. It’s your brand’s way of saying: "Here’s what we believe, what we deliver, and why it matters to you."
It’s what the audience remembers. It’s what makes you different. It’s the reason they buy, stay, and tell others.
PPRFM ends with Message not because it’s the last step, but because it’s the foundation every other step must serve. Get the message right, and everything else will amplify it.
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