.png)
The Mayfly Messaging Approach
.png)
At Mayfly, we design messaging as a system - one that supports the entire journey from early awareness through to long-term advocacy. Our 4-step approach is built around a clear messaging hierarchy, ensuring every message has a role to play and reinforces the same core story as your venture grows.
At the top of the hierarchy is your brand promise.
This is the clear commitment you make to your Ideal Customer Profile - the outcome you help them gain, and the pain you help to remove. A strong brand promise speaks directly to a real problem and the transformation your customer cares about most.
It answers a simple question: *Why should this exist for me?
Case in point: “Reduce your clinical report writing time by 92%”*
Your brand position explains what you do and how you do it differently.
It clarifies where you sit in the market and sets expectations early. This is where the story moves from what problem you solve to how you solve it, and why your approach stands apart from existing alternatives.
Case in point: We’re a clinical report-writing platform that transforms session notes and patient history into structured, fully referenced clinical reports.
Value pillars are the key reasons someone would choose you over another option.
They are not features. They’re the core themes that underpin your offering: the strategic, operational, or experiential advantages that matter most to your customer. Each pillar should clearly support your brand promise and reinforce your positioning.
Case in point: Privacy-first, HIPAA-compliant by design
Proof points bring credibility to the story.
This is where you demonstrate that you can deliver on what you promise. Proof may include real-world results, benchmarks, testimonials, case studies, partnerships, or usage data. Strong proof reduces perceived risk and builds confidence, especially later in the decision-making process.
Case in point: “Trusted by over 4,000 dietitians across Australia”
Messaging across the funnel
Not all messages are meant to do the same job at the same time.
We design messaging to evolve as the customer moves through the funnel:
- Early-stage messagingHelps customers recognise the problem and see themselves in it. The focus is relevance and clarity - naming their pain points, surfacing inefficiencies, and showing you understand how their world actually works.
- Mid-funnel messagingShifts toward explanation and credibility. This is where customers learn how the solution works, why it’s different, and whether it’s realistic for their context.
- Late-stage messagingReduces uncertainty and supports action. Proof points, outcomes, validation, and clear calls to action help customers feel confident they’re making the right decision.
When messaging is aligned to where someone is in their journey, it feels helpful (not pushy) - supporting their progress towards conversion.
Who we are
A partner in shaping your story
Mayfly helps you turn your AI idea into an industry-transforming venture.
As a venture studio, we bring product insight, go-to-market strategy, technical execution, and network into one integrated team, with shared ownership from the start.
We partner closely with a select group of ventures, validating what matters, reducing risk early, and giving founders clarity and confidence at every stage.
Build your strategic roadmap
Uncover the risks, commercial opportunity and strategy for success so you can build your venture with clarity and confidence.
$15,000
UVP
- UVP Definition
- Customer Discovery
- Problem/ Solution Analysis
- Competition Analysis
GTM
- Phased GTM Roadmap
- Channel discovery
- Funnel Design
- Messaging framework
- Business Model Strategy
Product
- Phased Product Roadmap
- Product Scope and Quote
- Product Hypothesis
- User Journey Mapping
Bring your idea to the table
Book a complimentary strategy session with our team
If you’re an industry expert thinking about how AI could genuinely improve the way things work in your field, we’d love to hear about it.
The first discussion is simply a chance to talk through the opportunity, find some clarity, and see if there’s a fit on both sides. Early ideas are welcome.
FAQs
As part of Mayfly's Venture Building Engagement, we deliver a messaging framework that outlines: Brand Promise, Positioning Statement, Value Pillars, and Proof Points. This framework acts as a living document that can be referenced whenever new marketing or sales materials are created.
The messaging strategy sits within the broader GTM strategy, built upon the UVP. We ensure the messaging speaks directly to your ICP and is applied across all aspects of the go-to-market strategy, including channel selection, sales tactics, and marketing campaigns.
Yes, we often draw from the Value Proposition Framework (brand promise, solution explanation, value pillars, and proof points) and April Dunford's Positioning Statement Framework, which helps clearly position your solution within the competitive landscape and addresses analysis paralysis in buyers.
Messaging varies by funnel stage: pain point-focused messaging is used in awareness and consideration phases; value pillar and credibility messaging in consideration and conversion; sticking-point messaging to address objections; and call-to-action messaging throughout the funnel.
A messaging strategy is the foundation for how your AI product communicates its value to the market. For AI ventures, it's especially critical because the technology is often complex, and differentiating your product from competitors is key. Effective messaging helps attract attention, engage potential customers, and drive conversions.
The tone flows down from the brand image you want to create. Since AI is often seen as complex, you generally want to simplify the message without diluting its value. Speak directly to pain points, highlight how your AI solution makes lives easier, and keep it human, transparent, and solution-focused.
