Does Your Message Pass the Test?

by: Nandang S Nugraha | Total views: 51 | Word Count: 407 | View PDF | Print View

 by: Claire Cunningham

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

clairee@claircomm.com

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