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How To Create Key Message Sales Copy Platforms That Improve All Your Marketing Materials |
It’s a simple fact. When your customers are presented with inconsistent or muddled marketing messages, they instinctively say ‘no,’ and move on. However, creating consistent selling statements throughout your B2B marketing materials can be difficult. Especially when you’re under the gun to produce a sales letter by the end of the week and a brochure by the end of the month—not to mention a print ad that’s due ASAP.
The solution is creating a comprehensive key message copy platform that serves as the “master message document” for your product, from which you can write all your marketing pieces. Effective key message copy platforms typically include the following sections:
The Problem Your Product Solves.
Every product exists to solve a problem or a meet a need of some kind. Make sure your key message platform includes a clear explanation of the specific need your product addresses, and include it in your marcom materials.
How Your Product Works.
If your customers look at your web site, brochure and data sheet and see three different descriptions of how your product works, you’re in trouble. So develop one good explanation that’s easy to follow, and use it throughout your campaign.
Market Research Facts and Figures.
Your key message platform is the ideal place to list all the key market stats, facts and figures you need to substantiate the marketing claims you want to make about your product.
Unique Selling Proposition.
To effectively market your product, it’s ideal to have a unique selling proposition (USP) that makes it superior to its competition. Write a strong statement about your product’s USP, and use it as the golden thread that is woven throughout your marketing campaign.
Emotional Selling Proposition (ESP).
Next, summarize your emotional selling proposition (ESP). For example, a product that restores a person’s hearing also restores their hope and makes them feel more vibrant and confident. Capture this emotion and put it in words that become a focal point of your marketing campaign.
Product Positioning Statement.
Do you want your customers to think of your product as the high-quality, low-cost alternative to the top brand in the market? Or do you want them to think of it as the premium product that is socially in vogue or has no peer? Describe how you want your target market to perceive your product, and then write your marketing copy using a style and tone that supports your objectives.
Testimonials.
Testimonials from industry leaders can be pure gold for your marketing campaign, so collecting them is a must for your key message platform. A renowned industry expert making strong statements in favor of your product will do more to influence the opinion of his or her peers than statements made by your company.
Product Features and Benefits.
Make a detailed list of your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human dermis product that is used in surgical procedures.
•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).
Key Message Statements.
Now comes the part of a key message platform where you actually get to write key message statements! The following is an example based on the feature/benefit statement I cited above for Axis.
Axis™ Is Strong
Axis dermis has omni-directional fibers that give it consistent high tensile strength and quality. It’s dense network of collagen bundles interconnect in every direction—making it that much stronger. Every piece. Every time. So why leave strength to chance?
Imagine the power you will have in your hands when you include all this detailed information about your product in a single resource document—before you even begin writing your marcom materials. It’s easy to see why first developing key message copy platforms is a much better strategy than writing marcom pieces one at a time on a make-it-up-as-you-go basis.
© Copyright 2007 Casey Demchak
By: Casey Demchak
Casey Demchak is an independent copywriter and consultant who specializes in writing compelling B2B sales copy. He is also the author of the book, Essential Sales Writing Secrets. You can learn more about him by visiting his web site at www.caseydemchak.com.
Article source http://w4rum.com/1819.t
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| [By Kimber Fulcher] [05/May/07] |
