A clear and consistent message that you want to deliver to customers.
Aguard Messaging Guidelines
Page description
Table of contents
What you need to review
Items to review
Why Messaging Guidelines are crucial for your business.
Your customer lives in the age with endless content and limited attention.
They will still seek out 8 different touch points (social, site, reviews, etc) before deciding on whether to use your business for itâs services.
In each touch point they interact with you have 8 seconds to grab their attention and persuade them to continue to the next touch point.
During that decision making journey they will see 50-400 different ads.
This makes consistency and clarity in messaging essential.
When your unique value aligns across all touch points, it cuts through the noise, it grabs your customers attention.
A single, clear message builds trust. Trust leads them to choose your service over others.
Messaging Guidelines create clear and consistent messaging.
Why this is essential to your upgraded digital presence: We use these Messaging Guidelines to create the foundation for a strong, recognizable, and consistent identity, which in turn improves marketing efforts, builds customer loyalty, and enhances the overall perception of your business.
Your new Messaging Guidelines For clear and consistent messaging.
When To Use Your New Guidelines: Crafting any external communications, marketing materials, or customer interactions
Your customers.
Functional Fitness Gym Owners. Primary Customer
Small business owners, typically aged 30-45, often former athletes or fitness enthusiasts. They have mid to high disposable incomes but operate on tight business budgets. They value community and hands-on involvement in their gym operations.
MMA / Jiu Jitsu Gym Owners. Primary Customer
Entrepreneurs and trainers in their late 20s to early 40s. They often have a background in martial arts and manage small to medium-sized gyms. Income varies widely depending on membership size. They prioritize hands-on coaching and building competitive teams.
Youth Sports Organizations. Secondary Customer Type
Organizers, coaches, and volunteers for youth sports leagues and teams, often parents or former athletes. Typically aged 35-55, they manage small to mid-sized organizations catering to children aged 5-18. Many operate on tight budgets funded by donations, sponsorships, or fees from families.
Yoga Studio Owners. Secondary Customer Type
Predominantly female entrepreneurs aged 28-50. They are wellness-focused and value work-life balance. Many own small to mid-sized studios with steady memberships and emphasize creating serene, welcoming spaces.
The feeling you resolve.
WorryâŚ
that they are paying too much
that they wonât get help when they need it
that they donât understand which insurance is best for them
Why itâs important: Customers donât forget how you made them feel. Deciding on one feeling you resolve makes it easier for them to identify that feeling.
The feeling you own.
ConfidenceâŚ
in your coverage
when things go wrong
in getting the help you need
to focus on the business
Why itâs important: Customers donât forget how you made them feel. Deciding on one feeling to own makes it easier to reinforce that feeling to customers.
Mission statement.
No business owner should have to worry about the insurance side of their business.
Why itâs important: A mission statement clearly defines your businesses purpose and goals for your customer. Itâs the thing your business believes in.
Vision statement.
Coverage and expertise when your business needs it most.
Why itâs important: A vision statement communicates a clear and inspiring long-term goal that your customer can get behind.
The thing you own.
Business insurance, handled for you. Expertise, when you need it.
Why itâs important: You have the ability to own one thing in your customers mind. Businesses that have successfully positioned their brand own a specific word in a customers mind.
Values.
1.
Insurance done for you
2.
Expertise when you need it
3.
Coverage you can trust
Why itâs important: Values provide your customers clarity on what you focus on providing them in everything your business does.
Business tone.
Professional yet approachable.
Blending expertise with empathy to reassure customers theyâre in capable hand
Why itâs important: Business tone chooses the right voice youâd have in a story; it helps convey the emotion you want your words to carry.
Business personality.
Knowledgeable, dependable, and supportive, focused on providing practical solutions that simplify insurance for fitness businesses.
Why itâs important: Personality helps position your business closer to the feelings you want them to have about you.
Your services and their value.
- General Liability Insurance: Protects businesses against claims of bodily injury, property damage, and personal injury arising from daily operations.
- Flood Insurance: Provides coverage for physical damage to property and assets caused by flooding events.
- Workersâ Compensation Insurance: Covers medical expenses and lost wages for employees who suffer work-related injuries or illnesses.
- Event Insurance: Offers protection for one-time events, covering liabilities such as accidents or property damage during the event.
- Expert Advisory Services: Provides access to a team of insurance professionals ready to assist with questions, policy management, and claims support.
Why itâs important: Customers need consistency, especially when speaking about the values your services provide. Outlining them now ensure consistency.