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Message House Framework

A framework that uses the metaphor of a house to organize messaging

The Message House is a framework that uses the metaphor of a house to organize messaging. The roof represents the overarching main message or the core statement. The supporting walls are key messages that uphold and elaborate on the main message. The foundation consists of proof points and data that provide support and credibility to the key messages.

How it's used

This framework is used widely in public relations, corporate communications, and marketing to ensure that all messaging is aligned and supports the central narrative. It's particularly effective in training and aligning teams on what the priorities in communication should be.

Why it's important

The Message House ensures consistency in messaging across all platforms and communications. It helps teams stay focused on the core message and supporting arguments, which enhances clarity and reinforces the brand's message to the audience.

Example

The Message House framework is a useful tool for organizing and aligning communication efforts. Let's illustrate this framework using an example of a fictional company that manufactures and sells eco-friendly home cleaning products. This example will show how the company can use the Message House to communicate its key messages effectively.

Main Message (Roof)

  • Main Message: "Revolutionize your home cleaning with our eco-friendly solutions that are safe for your family and the planet."

Key Messages (Supporting Walls)

  1. Environmental Impact:
    • Key Message: "Protect the environment with our biodegradable and phosphate-free cleaning products."
    • Proof Points:
      • All products are made from 100% naturally-derived ingredients.
      • Packaging is recyclable and made from post-consumer recycled materials.
  2. Health and Safety:
    • Key Message: "Ensure your family's health with our non-toxic and hypoallergenic cleaners."
    • Proof Points:
      • Free from harsh chemicals like bleach, ammonia, and formaldehyde.
      • Certified hypoallergenic and dermatologically tested for sensitive skin.
  3. Effectiveness:
    • Key Message: "Experience superior cleaning performance without compromising on safety or sustainability."
    • Proof Points:
      • Independently verified to outperform leading non-eco brands in removing tough stains.
      • Positive customer testimonials and high repeat purchase rates.

Foundation (Proof Points)

  • Comprehensive Proof Points to Support All Messages:
    • Awards and recognitions from environmental and health organizations.
    • Case studies demonstrating significant reduction in environmental impact for customers who switch to our products.
    • Scientific studies backing the safety and effectiveness of the ingredients used.

Application in Marketing Strategy

  • Content Marketing: Create blog posts and videos that detail how using eco-friendly products can make a significant environmental difference and promote healthier living. Each piece of content would emphasize one of the key messages, backed by the respective proof points.
  • Public Relations: Pitch stories to media outlets about the company's commitment to sustainability and health, using the key messages as the basis for press releases and interviews.
  • Sales Presentations: Use the Message House to structure presentations for retailers or direct buyers, ensuring that all communications reinforce the main message and are supported by the key messages and detailed proof points.
This structured approach ensures that all communications, whether internal or external, are consistent and reinforce the central theme of the company's branding. The Message House framework helps maintain focus on the most important messages, making the company's marketing efforts more coherent and impactful.