Persuasive Storytelling
/ Project

Mosaic DART Message Maps

Content Strategy
Copywriting
Email Campaign


A framework for compelling, influential messaging

demonstrated by the Mosaic DART campaign

A standard technology product message map, divided by features, evidence, problems, and description.

Challenge

Message Maps are staple of content strategy. This popular framework offers organizations a way to plan messaging points and ensure messaging consistency. 


When it comes to technology marketing, messaging maps can get... huge. Initial maps that include pitch points from product teams, customer service, marketing, business development, and sales tend to sprawl, as you can see in a typical technology product messaging map, shown above.

Solution

Going through the exercise of creating a sprawling message map for a technology product is always useful. But I like to take my message maps a step further.


After creating the base map, I create new maps based on popular marketing models. The map below belongs to the same product and target audience as the map above.


The same product messaging, framed in the

Value

These reimagined message maps reach beyond the typical list of features. We frame the product to make it more interesting and attention-grabbing.

Results

Open rates for emails derived from this campaign outperformed expectations based on historical performance and industry standards.

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