atl-btl-messaging
ATL vs BTL Messaging Framework
Above-the-Line (ATL) - VPs, C-Level, Directors
Mindset:
- Think past and future (strategic)
- Want validation, not problems solved
- Care about big picture, not daily operations
What They Care About:
- Revenue impact
- Risk reduction
- Strategic initiatives
- Competitive positioning
- Board/investor optics
Message Length: 2-3 sentences only
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