I strongly encourage new clients to complete it. I have a little template and everything. Why is it important? Because unless you can tell me (in simple terms) a handful of important things about your business:
1. What exactly are key messages and why are they important?
Key messages are the main points you want your target audience to hear, understand and remember. Everything from branding to sales drives should receive a notable boost when you nail down and communicate your key target messages effectively. They feature heavily in your content and should make your audience think “yeah great, (insert your company name) understands me and can help me with my issue.”
2. Why should you write down and nail down your key messages?
What is the core essence of your business? Who do you help and how? Who are your primary and secondary target buyers? How can you (specifically) help them? A few simple questions, answers, statements and benefits later, and your value is not only understood by your business. It is understood and valued by your target buyers. Cha-ching.
3. How do you decide what your key messages are?
Think about who is going to read your key messages. What language will resonate? What do they want to read? What do they care about? Next, what problems will you help them with and what are your corresponding solutions. Don’t over-complicate things here with jargon or internal lingo. A simple, clear, concise statement that is factual and down-to-earth works best.
4. What is a Key Messaging Platform and why should I use one?
It’s a simple tool or document that is placed in a shrine and upheld by each and every one of your staff. Don’t know what the key messaging platform says? Fire them immediately. This is the bread and butter of your business. Its heartbeat.
PS, just kidding about the shrine and firing people (mostly) but you get the idea.
Would you like a FREE Key Messaging Platform? Help yourself. It is uploaded to my feed.
I love writing, but writing isn't just words. It is the ability to stir feelings, spread your message and unite people.