The message and tools
Many projects struggle to get across what they're doing, and aiming to achieve, in a succinct fashion. As mentioned previously, many ICOs are executed by developers who are, by their nature, deeply technical, and so it can be very difficult for them to clearly explain the key facts at a high level. That's part of the challenge of marketing an ICO: to create a messaging framework for pitches, from which all future content can be built.
A messaging framework becomes a critical document as you go through your ICO, containing the key elements to which you will constantly return to: your elevator pitches, your straplines, your use cases, your sound-bite stories, and the features of your platform or product.
It will also help you to clearly differentiate the product from the ICO, and your product vision from the investment opportunity. It will help you to reach out to all the different audiences you want to reach, from product evangelists through to professional investors.
