What evidence should guide our choice of messages?

Choose messages using evidence of your audience's needs, then check their relevance to your communication objectives and what your organisation can genuinely deliver. Investigate the support behind each proposed message rather than treating a plausible audience reaction, novelty or familiarity as a reason to invest.

Examine the evidence behind a proposed message

A proposed message needs more than a plausible account of how buyers might react. The Frameworks argues for an interactive body of audience data and insight that marketers can question, challenge and update, rather than a static persona document consulted occasionally. Use that audience understanding to examine the support behind an insight, explore what drives a buyer's concern, test a proposition and identify content gaps.

The Frameworks is exploring that approach through Brand Proximity, an AI-powered platform designed for ongoing customer insight. Its audience representations are designed to let users investigate needs, challenges and conversations, including the evidence behind an insight. The practical principle is to keep messaging open to challenge as audience questions and pressures change. Understanding what buyers actually want to hear helps an organisation decide which parts of its expertise are relevant and which conversations to pursue.

Sources: Your audience isn’t a persona. It’s a moving target.

Judge relevance before novelty

A message deserves investment when audience research connects it to buyer priorities, the communication objective and what the organisation can actually deliver. The Frameworks argues that bold marketing requires rigorous research, not shock for its own sake. Its recommended starting questions are practical: what are you trying to achieve, who are you addressing and what can you genuinely do for them?

Familiarity is not a sufficient reason to retain a message either. The Frameworks argues that traditional, safe content can signal a traditional, safe brand, while researched messaging aligned with an audience's strategy can support perceptions of an analytical, innovative partner. A 2025 Content Marketing Institute survey of B2B marketers across company sizes and industries, mostly in North America, found that 40% identify creating content that prompts a desired action as a top-3 content marketing challenge. Judge proposed messages by their researched relevance and intended action, rather than by how bold or familiar they feel.

Sources: How to Inspire Decision-Makers to Be Bold

How The Frameworks helps

Grounding your messages in evidence

You need a reliable basis for deciding which messages deserve a place in your communications. The Frameworks focuses on the concerns, responsibilities and circumstances that distinguish one audience group from another, rather than treating business audiences as a single category. It works with you to investigate where internal perceptions leave gaps in your understanding, using audience interviews and external evidence to explore what matters to the people you need to reach. That work gives your marketing and sales teams a shared reference for discussing message choices.

The Frameworks delivers audience insights, segmentation and messaging shaped around the differences the research reveals. These connect what you know about particular audiences to the language and emphasis of your communications, so you can explain why a message is appropriate for one group rather than another. You gain a documented basis for message decisions and a clearer brief for the people writing your content.

Let’s talk about choosing messages with confidence 

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