How to Run a Messaging Workshop That Doesn’t Derail Into Chaos
If you have ever walked into a messaging workshop with high hopes and walked out with a document full of conflicting opinions and no clear outcome, you are not alone.
Messaging is personal. Everyone has thoughts. Everyone wants it to sound a certain way. And when there is no clear structure in place, what starts as collaboration can quickly turn into chaos.
I have been there. And I have learned, sometimes the hard way, how to keep a messaging session focused, productive, and genuinely helpful.
Set Expectations Early
Before you get in the room, make sure everyone knows exactly what the meeting is and what it is not.
This is not a naming brainstorm.
This is not a full positioning rewrite.
This is not a vote on favorite taglines.
Instead, this is a focused session to align on key themes, prioritize value props, and pressure test messaging based on what we know to be true.
I like to start by defining the outcome:
By the end of this session, we should agree on the three most important messages to communicate about this product, and how they connect to our audience’s needs.
That clarity saves you from going in five different directions at once.
Do Not Vote Your Way to Messaging
One of the fastest ways to derail a messaging session is to open the floor for a vote.
Messaging is not a popularity contest. You are not trying to figure out what sounds best to your internal team, you are trying to identify what resonates with your audience.
Instead of voting, use customer data, interview insights, and test results as your decision maker. Bring real quotes. Show conversion numbers. Share what people are clicking, asking, or repeating.
If you get stuck, fall back on what you know for sure.
What pain point comes up most often?
What benefit drives the most engagement?
What line do people remember after a demo?
Those truths are your north star.
Keep the Prospect in the Room
Metaphorically, of course.
When conversations drift too far into personal preferences or edge cases, bring the room back to the customer.
Ask:
If you were seeing this message for the first time and knew nothing about our product, would it land?
Would it answer your most urgent question?
Would it give you a reason to care?
Messaging is not about internal consensus. It is about external clarity. The best workshops keep that top of mind at all times.
Tips for Facilitating Without Losing Momentum
Anchor in data. Start the session by sharing a few core customer insights or pain points that frame the conversation.
Use structure. Present a messaging hierarchy or framework to respond to, not a blank page.
Limit feedback rounds. Set a timer or timebox comments to avoid endless loops.
Redirect politely. When someone goes off topic, acknowledge the point and suggest a follow-up later.
Summarize out loud. Repeat what you are hearing to align the group and surface agreement.
Close with a clear outcome. End the session with a summary of decisions made and the next steps for refinement.
Messaging workshops do not have to be chaotic. With the right preparation and facilitation, they can become one of the most valuable tools in your product marketing toolkit.
You are not trying to find the perfect words in one meeting. You are trying to create shared understanding about what matters most to your customer, and how you will show up to meet it.
