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The MPF: What Is It and Does Your Business Need One?

What is your brand’s unique selling point? Your story? Your value? If you had to summarize it in a sentence or two, could you? How much ease would you have answering the obvious follow up questions? The differentiating factors? The vision for evolution to come? If you’re like most businesses, you’ll find the task harder than expected. A messaging and positioning framework (MPF) can help.

Image of a notebook, coffee, and a computer

If you need a refresher on what an MPF is, check out our founder, Amy Winner’s blog post on How To Build Your First Messaging and Positioning Framework. In a six minute read, she provides a detailed overview of what an MPF is, how long it’s good for, why it matters, and how to get started on your own.

If you’re still not sold on the MPF and its benefits for your company- then this post is for you. Today, I will cover what it is and the specific reasons your business needs an MPF.

Here are the top three reasons your business needs an MPF:

  1. Aids you to build consistent messaging for your brand

  2. Keeps everyone on the same page

  3. Improves your content strategy

Build consistent messaging for your brand

Consistency is key in all things, especially when running a business. When marketing your company to your target audience, your messaging needs to be consistent across platforms and through time. You wouldn’t want different messaging on your website than on your blog posts, for example, nor conflicting perspectives presented this week and last. This could confuse your audience and create a lack of trust with your brand. With an approved messaging and value proposition framework, your team will be able to create a consistent brand voice for your business and effectively communicate to the right audience with the right message every time. This is especially important if you are outsourcing content work to freelance writers for social copy or blog posts; an MPF is the perfect tool to send along with assignments so any writer can get up to speed and tackle any marketing project you send their way with higher quality output on the first try. This leads to my second point.

Keeps everyone on the same page

Have you ever started a new job and everyone there has a different idea of who the company is, what they do, and their goals? As you begin to grow your business, it’s important you actively take steps to avoid this type of misdirection among your newly higher employees, agencies, and subcontractors. Setting a framework in place can keep everyone on the same page, pointed in the same direction, and embracing opportunities and interactions with potential customers with the same intention at heart. If everyone on your team knows the who, what, and why, your team can effectively work together to reach the same goals.

Improves your content strategy

Content strategy is the key to growing your business. A well defined MPF provides you and your team with a messaging and value proposition language and strategy that can be transformed into content that helps you achieve business goals. It can lead to more powerful emails, blog posts, social posts, whitepapers, ebooks, and more. Plus, if you’ve ever experienced writer’s block as you try to generate new blog post ideas, you can refer back to your existing MPF for more ideas.

Ready to explore what an MPF can do for you? Check out Amy’s blog post: How To Build Your First Messaging and Positioning Framework. If you’re ready to build an MPF, but need some help, we’d love to hear from you. Drop us a line


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