#038 - Vassilena Valchanova - Making Words Work: Creating Effective Brand Messaging Frameworks and Extracting Customer Insights Titelbild

#038 - Vassilena Valchanova - Making Words Work: Creating Effective Brand Messaging Frameworks and Extracting Customer Insights

#038 - Vassilena Valchanova - Making Words Work: Creating Effective Brand Messaging Frameworks and Extracting Customer Insights

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We begin by exploring the critical difference between positioning and messaging, with Vassi explaining how positioning focuses on your place in the market while messaging determines what you actually say to your audience. She walks us through her comprehensive messaging framework that helps companies articulate their value pillars in ways that resonate with different customer personas.

Vassi shares her methodical approach to customer research, emphasizing the importance of focusing on past experiences rather than opinions to uncover genuine insights. She provides practical strategies for extracting valuable information from internal teams, particularly sales professionals who often hold the keys to understanding customer perspectives in B2B environments.

We also discuss the challenges of implementing messaging frameworks across organizations and how to ensure adoption through proper documentation, training, and follow-up processes. Vassi reveals her approach to using AI tools like ChatGPT and Claude to maintain consistent brand voice, including practical tips for creating prompt libraries that teams can use to generate cohesive content.

Whether you're a SaaS marketer, content strategist, or brand manager, this episode offers actionable insights to help you develop messaging that truly connects with your target audience and drives results.

Enjoy!

CONNECT WITH VASSILENA
  • Vassilena on LinkedIn
  • Marketing Matters Newsletter
  • Strategic Content and Messaging Course
SHOW NOTES
  • 02:04 Distinguishing Between Positioning and Messaging
  • 04:06 Vassilena's Journey from Full-Stack Marketer to Messaging Expert
  • 07:29 The Typical Messaging Project Process
  • 11:12 Creating an Effective Messaging Framework
  • 15:00 Extracting Voice of Customer from Internal Teams
  • 17:28 Using Past Experiences to Uncover Customer Truth
  • 21:12 The Value of External Consultants in Messaging Projects
  • 24:49 Establishing Trust with Technical Teams
  • 30:12 Common Implementation Mistakes and How to Avoid Them
  • 35:36 Balancing Framework Structure with Persona Flexibility
  • 39:24 Leveraging AI for Consistent Brand Voice
  • 44:12 Organizing Science Events and Translating Complex Concepts
  • 49:36 Vassilena's Content Marketing and Messaging Course

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy
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