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It’s not what you say, but how you say it.

You understand the value of your products, and so does your team. Where most businesses fall down is confidently and concisely demonstrating that value to a broad mix of potential new customers.


It’s hard to see the wood for the trees when you live and breathe your business every day. A great elevator pitch is all you need, but you can’t help but talk for hours about your business.

It gets even more complicated when you consider that every client will have slightly different needs, perceptions, risks, and opportunities. Your messaging needs to be short and punchy, yet align to each individual client. It’s not easy - even for communication specialists like us!

That’s why, at Thread, we use a proven programme for building up your key messaging documents - starting with value propositions and win themes. The final straplines, win themes, executive summaries, and message capture documents provide all the materials you need to tailor your message to each new client. This way you can ensure consistent, polished messaging that’s spoken in a unified brand voice.


We then pair these messages with actual customer testimonials, sales cue cards, and a selection of questions and answers, giving you the soundbites you need to win over prospective new clients.


Every word counts, so it’s important to make them matter. Start with your key messaging and you’ll have the resources you need to speak clearly, confidently, and concisely regardless of the audience.


Message Capture

Executive Summaries

Win Themes

Value Propositions

Customer Testimonials

Brand Positioning Statement

Elevator Pitch

Sales Cue-Cards

Questions and Answers

Campaign Strapline with Win Theme

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