How Dan works
The Message
The Message is the messaging framework stage of Dan Ilett's work. It turns the findings from The Mirror into one sales story the whole company tells the same way, then breaks it down by sector, decision-maker and situation so a salesperson, an account manager and the CEO all say the same thing in their own words.
What happens
- Dan writes the core story: the problem you solve, why the pieces of your business belong together and why that matters to a customer.
- He tests it on real buyers before you commit to it.
- He builds the framework around it: the version for each sector, each decision-maker and the common situations your teams meet, from a first call to a renewal.
- He works it through with your leadership in a workshop until everyone can tell it without notes.
What you get
- One sales story, in a page, that explains a complex group without producing a catalogue of services.
- The messaging framework: the story segmented by audience and scenario.
- Proof points, objection answers and the phrases to retire.
- A leadership team that tells the same story the same way.
Is this copywriting?
No. The Message is the thinking that copy is written from. It gives your marketing team, your agency or The Proposition Studio the story to produce websites, decks and campaigns against.
How is it different from a brand agency's work?
It starts with what customers said in The Mirror and it is built for the sales conversation first. The framework is designed to be said out loud by a salesperson, not read on a wall.
How long does The Message take?
Usually four to six weeks, including the test on real buyers and the leadership workshop.