Sunday, January 6, 2013

Message Creation

We've all had that day come along where your boss or the sales manager or maybe the CEO stops in and says something like, "we need a new message, see what you can come up with".   So you think to yourself, 'how tough can it be?'

Well let me tell you, message creation is very tough.  A proper message requires you, your team and maybe the executive team to revisit the fundamentals of the business plan and, specifically, the marketing plan.  What's that you say, your CEO doesn't believe in business plans or marketing plans.  You can't find your marketing plan?   You never created a marketing plan?  If that is the case, do not despair.  This is an outstanding opportunity for you, my fellow Modern Marketer, to shine.

The message must communicate the value proposition in a very clear, concise and relevant manner to the target audience.  The message is built from the fundamental elements of your business; the positioning statement and the value proposition.  These two elements should be well defined and reasoned within the marketing plan.

Once a message is defined and agreed upon, it shall be communicated throughout the organization.  Everyone in the organization must be ready, willing and able to communicate the message and state the clear value proposition.

Beware, there are many so-called Marketing or Public Relations companies who claim to be able to help you with your messaging.  The good ones are few and far between.

This company, Open View, puts out some good information and an interesting Case Study around Competitive Messaging.  I recommend checking them out.