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Hub You - Key Message Sales Copy Platforms-The Secret To Increasing The Power of Your B2B Marketing Materials
The temptations are there – warm, lazy, casual days, when the shoes of choice are "flip flops." Taking the summer off and getting back into the groove of things when the "kids go back to school" would be very easy. You think to yourself, "Nothing's happening during the summer anyway – everybody goes on vacation during these months."Stop! This is not the time for giving in to those pleasures and giving up on your job search, at least not all the way. You are better off pacing yourself during the summer mo
Product Features and Benefits. Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements. Now comes the part of a key message platform where you actually get to write key message statements! Th
There's no doubt about it! When it comes to the world of speaking, training, coaching and consulting, it's a highly competitive buyer's market. Industry-wide, there are literally tens of thousands of professionals from which to choose!How competitive is it? Let's say you are a client looking for a keynote speaker for your company's annual leadership conference. The National Speakers Association website lists 739 members offering keynote programs on the subject of leadership alone. Even at the elite l
The solution is creating a comprehensive key message copy platform that serves as the “master message document” for your product, from which you can write all your marketing pieces. Effective key message copy platforms typically include the following sections:
The Problem Your Product Solves. Every product exists to solve a problem or a meet a need of some kind. Make sure your key message platform includes a clear explanation of the specific need your product addresses, and include it in your marcom materials.
How Your Product Works. If your customers look at your web site, brochure and data sheet and see three different descriptions of how your product works, you’re in trouble. So develop one good explanation that’s easy to follow, and use it throughout your campaign.
Market Research Facts and Figures. Your key message platform is the ideal place to list all the key market stats, facts and figures you need to substantiate the marketing claims you want to make about your product.
Unique Selling Proposition (USP). To effectively market your product, it’s ideal to have a unique selling proposition (USP) that makes it superior to its competition. Write a strong statement about your product’s USP, and use it as the golden thread that is woven throughout your marketing campaign.
Emotional Selling Proposition (ESP). Next, summarize your emotional selling proposition (ESP). For example, a product that restores a person’s hearing also restores their hope and makes them feel more vibrant and confident. Capture this emotion and put it in words that become a focal point of your marketing campaign.
Product Positioning Statement. Do you want your customers to think of your product as the high-quality, low-cost alternative to the top brand in the market? Or do you want them to think of it as the premium product that is socially in vogue or has no peer? Describe how you want your target market to perceive your product, and then write your marketing copy using a style and tone that supports your objectives.
Testimonials. Testimonials from industry leaders can be pure gold for your marketing campaign, so collecting them is a must for your key message platform. A renowned industry expert making strong statements in favor of your product will do more to influence the opinion of his or her peers than statements made by your company.
Product Features and Benefits. Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements. Now comes the part of a key message platform where you actually get to write key message statements! The
There is an area of providing Customer Service we often overlook. It’s the people we depend on to provide that service.It’s our co-workers, employees, brothers in arms, men, women all engaged in the game of life and the business of well, business. We are so focused on the Customer needs, wants and expectations, we forget to ask what the people we engage to provide that service need, want and expect.Here are 7 things that you might want to review in the coming year.Do you have complete job
The Problem Your Product Solves. Every product exists to solve a problem or a meet a need of some kind. Make sure your key message platform includes a clear explanation of the specific need your product addresses, and include it in your marcom materials.
How Your Product Works. If your customers look at your web site, brochure and data sheet and see three different descriptions of how your product works, you’re in trouble. So develop one good explanation that’s easy to follow, and use it throughout your campaign.
Market Research Facts and Figures. Your key message platform is the ideal place to list all the key market stats, facts and figures you need to substantiate the marketing claims you want to make about your product.
Unique Selling Proposition (USP). To effectively market your product, it’s ideal to have a unique selling proposition (USP) that makes it superior to its competition. Write a strong statement about your product’s USP, and use it as the golden thread that is woven throughout your marketing campaign.
Emotional Selling Proposition (ESP). Next, summarize your emotional selling proposition (ESP). For example, a product that restores a person’s hearing also restores their hope and makes them feel more vibrant and confident. Capture this emotion and put it in words that become a focal point of your marketing campaign.
Product Positioning Statement. Do you want your customers to think of your product as the high-quality, low-cost alternative to the top brand in the market? Or do you want them to think of it as the premium product that is socially in vogue or has no peer? Describe how you want your target market to perceive your product, and then write your marketing copy using a style and tone that supports your objectives.
Testimonials. Testimonials from industry leaders can be pure gold for your marketing campaign, so collecting them is a must for your key message platform. A renowned industry expert making strong statements in favor of your product will do more to influence the opinion of his or her peers than statements made by your company.
Product Features and Benefits. Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements. Now comes the part of a key message platform where you actually get to write key message statements! Th
ACSEA, the forty year old 2bn USD South East Asian subsidiary of a Japanese pharmaceutical group suffered a blow to its pride in 2003. A competitor which started operations just ten years back now surpassed it in the volume of Pharmaceutical-A produced, and its cost was now 13% lower than ACSEA's. The only hopes of responding effectively lay in the company's South East Asian Technical Centre whose role is to provide technical support to the factories and develop process technologies aimed at cost reduction for
Unique Selling Proposition (USP). To effectively market your product, it’s ideal to have a unique selling proposition (USP) that makes it superior to its competition. Write a strong statement about your product’s USP, and use it as the golden thread that is woven throughout your marketing campaign.
Emotional Selling Proposition (ESP). Next, summarize your emotional selling proposition (ESP). For example, a product that restores a person’s hearing also restores their hope and makes them feel more vibrant and confident. Capture this emotion and put it in words that become a focal point of your marketing campaign.
Product Positioning Statement. Do you want your customers to think of your product as the high-quality, low-cost alternative to the top brand in the market? Or do you want them to think of it as the premium product that is socially in vogue or has no peer? Describe how you want your target market to perceive your product, and then write your marketing copy using a style and tone that supports your objectives.
Testimonials. Testimonials from industry leaders can be pure gold for your marketing campaign, so collecting them is a must for your key message platform. A renowned industry expert making strong statements in favor of your product will do more to influence the opinion of his or her peers than statements made by your company.
Product Features and Benefits. Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements. Now comes the part of a key message platform where you actually get to write key message statements! Th
The numbers of work at home moms have increased dramatically over the last several years. There are several reasons for this phenomenon, not the least of which is the ability to use current technology not previously available.The internet, along with a wide variety of tools, now allow moms working from home greater freedom to pursue their careers while tending to the needs of their family. In the past, mothers whose families required a second income often found it necessary to return to the work force. T
Product Positioning Statement. Do you want your customers to think of your product as the high-quality, low-cost alternative to the top brand in the market? Or do you want them to think of it as the premium product that is socially in vogue or has no peer? Describe how you want your target market to perceive your product, and then write your marketing copy using a style and tone that supports your objectives.
Testimonials. Testimonials from industry leaders can be pure gold for your marketing campaign, so collecting them is a must for your key message platform. A renowned industry expert making strong statements in favor of your product will do more to influence the opinion of his or her peers than statements made by your company.
Product Features and Benefits. Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements. Now comes the part of a key message platform where you actually get to write key message statements! Th
Bar charts have always been one of the simplest means of conveying information, even somewhat complex information. Bar charts take into account at least two variables and have become one of the most useful tools in corporate reporting. Budget plans, market reports, comparative analysis reports on products or locations, and many other sets of information are communicated within the simple, yet informational displays of bar charts.As businesses grow more and more complex, business reporting needs tend to a
Product Features and Benefits. Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements. Now comes the part of a key message platform where you actually get to write key message statements! The following is an example based on the feature/benefit statement I cited above for Axis.
Axis™ Is Strong. Axis dermis has omni-directional fibers that give it consistent high tensile strength and quality. It’s dense network of collagen bundles interconnect in every direction—making it that much stronger. Every piece. Every time. So why leave strength to chance?
Imagine the power you will have in your hands when you include all this detailed information about your product in a single resource document—before you even begin writing your marcom materials. It’s easy to see why first developing key message copy platforms is a much better strategy than writing marcom pieces one at a time on a make-it-up-as-you-go basis.
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