Learning Paths

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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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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