Messaging Guides
How to Consistently Communicate About Your Product
Bobcat is a leading manufacturer and supplier of construction and agricultural machinery. Originally based in North Dakota, Bobcat now serves happy customers worldwide with its global network. Beyond selling machinery, Bobcat also provides maintenance services and equipment rentals.
Web Design
Brand Strategy
Digital Strategy
Task and Objectives
We produced a high volume of similar content for Bobcat’s products across different platforms, frequently repeating descriptions for the same machines. Additionally, some product texts were written by the client's staff. This resulted in inconsistencies in style, tone, and overall quality.
To simplify the process and reduce both time and costs for our client, we suggested creating a central "repository" for high-quality product and service texts. This document would consolidate all content in one place, ensuring grammatical and factual accuracy through verification by our copywriters and the client’s product managers.
Content Creation
We created the texts in close collaboration with our client, using the information they provided. Instead of just listing technical specifications, we shifted the focus to highlighting the benefits for customers. We organized these benefits by importance for each product and presented the texts in various formats to ensure they are easy to use and understand.
Project Results:
The Messaging Guides became an invaluable resource for both the client and our agency—streamlining content creation across the website, brochures, and social media. They also saved time and money for both parties. By emphasizing customer benefits over technical specifications, we also made the texts more engaging and memorable.
Looking Ahead:
We’re actively updating the text repository and working on an expanded version that will include more formats. This will enhance its usability and make it even more valuable for a wider range of users.
RVLT Digital's Take on the Project:
The Messaging Guides project has been a great asset for both our team and Bobcat. When creating client materials, we need texts that are not only technically accurate but also engaging, appropriately detailed, and consistent with the client's communication style.
The Messaging Guides meet all these needs. They provide a readily accessible document where we can quickly find the exact text required, saving us time and cutting costs for the client. Plus, we can be confident that the content is accurate, which is particularly valuable for social media posts or campaign visuals, eliminating the need for frequent content verification with the client.
The Messaging Guides are also continuously evolving. We now use a new template with additional space for technical details, allowing us to address a wider range of text applications and improve our efficiency and precision.
From family businesses to Fortune 500’s — we’re here to help,
wherever you are.
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