Define message hierarchies

Learn how to create a messaging hierarchy for campaigns and general brand positioning of a product or service.

Module purpose

A clear primary offer or Big Idea is an essential hook to get people’s initial attention in campaign and brand communications. Yet to go to the next stage from Awareness through to Interest, Desire and Action, we need supporting detail to convince our audience.

This module will help you improve your creative and copy to be more convincing both for campaigns and general brand positioning of a product or service.

How is the Learning Path structured?

Objectives
Defining the right offer
The importance of hierarchies
Defining a messaging hierarchy
Blending features and benefits
Weighting benefits and features
Summary

Learning Objectives

Understand the need for a messaging hierarchy.
Structure key messages within a messaging hierarchy.
Combine the use of features and benefits.

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This module is in the Campaign Planning Learning Path

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