Does Your Message Pass the Test?

Home
>
Branding
>
Does Your Message Pass the Test?

Does Your Message Pass the Test?

Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) you're looking for.

Start with these three ingredients:

Understanding of what the customer needs and wants
Knowledge of the competition's strengths, weaknesses and messages
Insight about what you offer

Gather the information and chart it. What you're looking for is a hole where there's a customer need that you address and hopefully, the competition doesn't.

Found it? That's the core of your message. Found several holes? You'll need to prioritize.

Now, write alternative introductory sentences. Remember, they need to be customer-benefit oriented, that is, they need to explain what the customer GETS. Got your alternatives ready? Here are seven questions to ask of potential benefit messages. They'll help you find the promise or message that will get you the most mileage:

1) Is it meaningful?

This is where knowledge of the customer comes into play. Your benefit message should be based on the real needs of the people who use your products or services.

2) Is it sustainable?

Establishing your unique position doesn't happen overnight. The message you choose should be based on what you can deliver long term.

3) Is it believable?

Can you keep the promise you're making? For example, if your benefit message centers on "superior service," do you understand what your customers' expectations are? Are you committed to making good on this promise over time?

4) Is it unique?

Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack?

5) Is it concrete and easy to understand?

If you ask your audience to think too hard, they probably won't! Simple, straight-forward messages work best.

6) Is it in your own words?

If you're going to be saying this as an introduction to your business, you need to be comfortable with the words and phrasing. Practice saying messages out loud to test them.

7) Is it attention-grabbing?

You can't bore someone into buying! Use words that demonstrate your passion, your understanding of client needs. Use words that engage interest.

Test your message with prospects. Watch for their reactions. Ask what they like and don't like. You might get stuck. If that happens, a marketing and communications consultant can craft alternative benefit statements, provide an objective viewpoint, even handle the up-front research.

About The Author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful business-to-business marketing and communications programs. Sign up for Claire's monthly newsletter, Communique, at www.clairvoyantcommunications.com. Claire can be reached at 763-479-3499 or e-mail to claire@claircomm.com

In The News:

VentureBeat
Top four global tech brands now worth almost $500B
VentureBeat
Four out of five of the top brands in the world are technology brands, according to a review of the top global brands released Tuesday. The report valued the Apple, IBM, Google, and Microsoft brands at a combined half-trillion dollars.
Top Brands Thrive Despite Economy According to Millward Brown's Latest BrandZ ...Sacramento Bee
Apple Again Ranked as World's Most Valuable BrandMac Rumors
Apple, Google and an Aussie bank: World's most valuable brands namedBroker News Australia

all 207 news articles »

Kansas City Star
Kraft's new branding provokes plenty of yucks
Cherokee Tribune
Today, Kraft shareholders will decide whether to approve the name for the company's business that sells global snack brands such as Oreos, Fig Newton and Cadbury. The four-month odyssey of how “Mondelez” was picked — and how it was received ...
Kraft's new snack business name faces crucial voteChicago Sun-Times

all 257 news articles »

South Africa: ANC Brands Zuma Painting Racist
AllAfrica.com
By Jenni Evans, 21 May 2012 Johannesburg — ANC leaders were still smarting over a painting of its president Jacob Zuma with his genitals exposed, branding it racist on Monday as they prepared for a court challenge to have it removed.

and more »

BC-OLY--London 2012-Branding,1st Ld-Writethru, OLY
The Birmingham News - al.com
"It's fine to clamp down on the threat, but where it impacts the individual, it's going to be very difficult for (London organizers) to get it right," said Hugh Tebay, a partner at Sipara, a British law firm that specializes in trademark and branding.

and more »

3 Personal Branding Must-Haves
Business Insider
Personal Branding Blog offers branding and career advice from Dan Schawbel and his team of experts. Fundamentally, the process of personal branding includes taking time to define yourself and then intentionally connecting yourself with others who ...

and more »

Matthews Marking Products Showcases Branding, Traceability Solutions at ...
MarketWatch (press release)
These products aid packagers with branding and traceability solutions for their products, from graphics and trademarks to date codes, batch numbers, and barcoding. Secondary and primary package marking solutions will be on display.

and more »

Cattle branding best deterrent to livestock theft, officer says
Buffalo Reflex
An old-fashioned brand remains the best hedge against cattle theft, rural crime investigators told a gathering of about 125 southwest Missouri beef producers Tuesday, May 15. An online service is needed to view this article in its entirety.
Texas Longhorn cattleMorgan Hill Times

all 2,517 news articles »

Stuff.co.nz
'Branding game' leaves teen in hospital
TVNZ
A young farming student has spent five days in hospital after he and two fellow students pressed red-hot shearing tools on each other as part of a "branding game". Page Gilmour, 17, went to Masterton Hospital after a large burn on his arm became ...
Student treated after 'branding' incidentNewstalk ZB

all 9 news articles »

Branding 'getting sexier by the second' with digital signage (Commentary)
Digital Signage Today
summed up Zoom Media Group Canada CEO Cathy Fernandes, in speaking about the use of digital place-based media to the wide-range of delegates representing brands, agencies, network operators and providers who attended the first day of the Strategy ...

Portland Main Street program to announce new branding at public meeting Thursday
Sentinel-Standard
By Karen Bota The Portland Main Street program will hold a public launch of its new branding at 7 pm Thursday at an open meeting at Portland City Hall. The public is invited to attend. Downtown Development Authority Director and Main Street Manager ...

Google News