In the building industry, great ideas often get buried under dry language. Whether you’re launching a new sheathing panel or promoting a mass timber initiative, your message needs to do more than inform, it needs to resonate.
That’s why we developed this free Three Levels of Messaging Worksheet, a tool we use with clients at Jib to build smarter, sharper campaigns.
Why Messaging Matters in AEC
Construction, forestry, and infrastructure brands face a unique challenge:
- Specs matter.
- Trust matters more.
But too often, marketing leans too hard on one or the other. To really connect, your message should operate on three levels at once.
The Three Levels of Messaging
Level 1: The Technical Win
What makes your product better on paper.
This is where certifications, data points, and performance benchmarks live.
✅ Example: “Our subfloor panels resist edge swell 3x longer than OSB.”
Level 2: The Emotional Hook
The feeling you create.
Builders want confidence. Homeowners want peace of mind. Architects want alignment.
✅ Example: “No more callbacks. Just solid floors that earn you trust.”
Level 3: The Customer Outcome
What your customer achieves because of your product.
Think about long-term value—not just features.
✅ Example: “Reduced jobsite waste by 40%—and helped win more contracts.”
How to Use the Worksheet
We designed this tool for marketers, sales teams, and founders in the built environment. Use it when:
- Launching a new product
- Reworking your website
- Briefing creative teams
- Pitching at trade shows
Final Word
Messaging isn’t just about sounding good, it’s about building clarity, confidence, and momentum. With this tool, you’ll start seeing the layers that connect your audience to your story.
Need help working through it? Drop us a line.
Interested in how storytelling can help drive adoption of offsite and timber construction in North America?
Let’s connect. Jib specializes in messaging and marketing that moves the industry forward.
Structure needs story. Jib delivers.
