Where to use your Business’s Key Messages
A business’s key messages are critical in terms of accurately, effectively and succinctly communicating the value of the business’s products/services. As such, these very important statements should be worked into all of your company’s sales and marketing channels. This includes the website, all sales/marketing collateral, presentations, etc. By successfully working in the organization’s elevator pitch and key messages, you are arming the business for greater differentiation, greater branding and greater sales conversion.
I have come up with over 50 different places in which to leverage your key messaging, and below I list some of those areas for you:
Collateral – brochures, sales sheets, etc.
Web – company website, blog posts, online banners
Events – booth messaging, show daily newspapers, invitations
Public Relations – press releases, media pitch letters, success stories, articles
Branding – advertising, business cards, PowerPoint templates
Sales – telephone call scripts, proposals, presentations
Email – email signature, news alerts, announcements
If you were to look at your business objectively and check off as many of these above areas as you can in terms of where you currently use your business’s key messages, you will get a good sense for how effectively you are differentiating your business from your competitors today.
If you were able to check off at least two things in each of the seven categories, then I would say you are doing a nice job in the areas of differentiation. If you cannot mark off that many, you really need to take a good look at your sales and marketing efforts and reevaluate how well you are differentiating your organization and positioning your business for success.
Understanding how to get a key message across requires a lot of practice and knowledge. With a St. Mary online MBA degree, you can learn some of what it takes to run a great business.