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MESSAGING STRATEGY
Create messaging that moves people forward
Effective messaging isn’t clever language or catchy lines. It’s clarity, relevance, and trust-building. Having the right strategy for your brand messaging guides decisions and helps the right customers understand why your venture matters.
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The Mayfly Messaging Approach
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%”*
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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.
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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
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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.
The Venture Building Engagement:
$15,000
Ready to take your idea from message to market?
If you’re building an AI venture and want clarity on how to articulate your messaging, earn attention, and drive action - let’s talk.
This initial conversation is a chance to understand your venture, your value, and whether a focused messaging strategy makes sense at this stage.
