Core value proposition
One sentence at the top — the thing you say if you have thirty seconds and one shot. It derives from your positioning statement but it's written for a human, not a strategy doc. Write three drafts and pick one.
Free template
Free messaging framework template — one board, every channel.
BoardSnap is an iOS app that reads whiteboard photos and produces clean summaries and action items in about ten seconds. This messaging framework template structures your core messages, audience segments, and proof points on one board — so every channel speaks with the same voice.
Download on the
App Store
Free to start. Pro from $9.99/mo or $69.99/yr.
When to run this
Run this template after you've finalized your positioning statement and before you write website copy, sales decks, or campaign briefs. It's also the right template when marketing and sales are saying different things — the whiteboard session forces alignment.
Budget 60–90 minutes with product marketing, sales, and whoever owns the website. The output feeds directly into every downstream creative request.
The structure
Audience segments
Two to four columns, one per audience segment. For each segment: their primary pain, the outcome they want, and the language they use (pull from sales calls and reviews — their actual words, not yours).
Key messages per segment
Under each audience column: two or three messages tailored to that segment. Same product, different angle. A founder cares about speed; an enterprise IT buyer cares about compliance. Same app, different lead.
Proof points
A row across the bottom: the facts, stats, and testimonials that back up the key messages. Which proof point anchors which message? Draw the connection. Vague claims without proof are marketing. Claims with proof are credibility.
Channel-specific tone notes
A small column on the right: App Store, website, email, social. For each: one adjective for tone and one format rule. 'App Store: punchy, 170 characters max.' This makes writing consistent without being rigid.
How to run it
- Write the core value prop first
Before touching segments, write the one thing that is true for every audience. Read it aloud. If it sounds like something a competitor could say without changing a word, rewrite it.
- Define audience segments as columns
Draw three to four columns across the top. Write segment names — real job titles or buyer types, not marketing-speak personas. 'Solo consultant' beats 'Modern Knowledge Worker.'
- Fill in pain and outcomes per segment
For each segment column: their specific pain, the specific outcome they want from solving it. Use the words customers actually use. Pull from support tickets, sales call notes, and reviews.
- Write tailored messages
Under each segment's pain and outcome, write two messages. A message is a complete sentence — not a bullet, not a feature. 'BoardSnap converts a whiteboard photo into a dated action plan in ten seconds' is a message.
- Add proof below each message
For each message, write the fact or quote that proves it. No message should stand without proof. If you can't write the proof, the message is a claim, not a message.
- Note channel tone rules
Right edge of the board: quick tone guides per channel. One line each. These aren't full briefs — they're reminders that keep writers from going off-brand.
- Snap with BoardSnap
BoardSnap reads every section — core value prop, segment columns, messages, proof points, channel notes. The output is a clean structured document you can hand directly to a copywriter or drop into a creative brief.
Why messaging frameworks on a whiteboard + BoardSnap is better than digital
A messaging framework in a spreadsheet gets attached to a Slack message and never opened again. A messaging framework written on a whiteboard — with the whole team in the room, arguing about word choice — becomes something people actually remember and use.
BoardSnap preserves the result of that session before anyone's memory of 'what we decided' diverges. The output lands as a shareable document in under a minute, with the structure the team agreed on intact.
Frequently asked
How is a messaging framework different from a brand guide?
A brand guide covers visual identity, tone of voice, and design standards. A messaging framework covers what you say — the specific claims, proofs, and audience-tailored angles. Brand guides are evergreen; messaging frameworks update with your market position.
How many audience segments should we include?
Two to four. Fewer than two means you're not differentiating your approach. More than four means the framework becomes too complex to apply consistently. If you serve many segments, build a framework for your top three and acknowledge the others in a notes column.
Can BoardSnap read a board with multiple columns and rows?
Yes. BoardSnap AI reads tabular structures and preserves the relationship between column headers and cell content. Labeling your columns and rows clearly produces a cleaner output.
Is BoardSnap free?
The free tier includes one project and 30 boards. Pro is $9.99/month or $69.99/year and adds unlimited boards, unlimited projects, and AI chat on every board.
Run your next messaging framework and BoardSnap will summarize it.
No exporting, no transcription. Snap the board, get the action plan.
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