How do you respond when someone asks, "What does your company do?"
Do all your employees answer the same way? Is your answer compelling, or do you sound like everyone else? “Messages” are written and verbal statements that quickly describe what you do and how you’re different. Good messages take your competitive positioning and brand strategy to the next level. They hone in on what’s important to your market and communicate it consistently and effectively.
Download a PDF flyer on Messaging |
Where do I start?
Before you start writing, define your style requirements tone, voice,
style, vocabulary – so the writing will be consistent and match your
brand strategy.
Create an elevator pitch that describes who you are, what you do, who your
customers are and why they should buy from you. When you’ve
written it, test it to see how it sounds and how long it takes (no
more than 30 seconds).
Create your positioning statements of various lengths – 25, 50 and 100 words – so
you have a message length that fits a variety of materials. The
shorter statements focus on the value and brand position; the
longer ones add features and benefits. |
Messages includes:
- The "elevator pitch" - the 30 second response to "what do you do?"
- Sales & marketing materials - sales literature, websites, presentations and campaigns all use messages of various lengths
- The introductory statement in a phone call
- Press releases - the "boilerplate" at the bottom the release that explains what the company does
- Slogans
- Your mission statement
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