How to Develop Key Messages
Marketing your business is all about telling your story. But to tell that story in a compelling way, you have to frame it with language that your customers will relate to. The best place to start is to develop key messages for your business.
Key messages are the link between what you provide and the people who want to learn about your products and/or services. They should be strong statements about your best strengths and attributes presented in a manner that will be attractive to your target audience.
So how do you come up with these key messages? First, you have to ask yourself – as well as others - what makes your business special or unique. Concentrate on the several things that stand out. Then determine who your target audience is – who would benefit from hearing these key messages.
For example, if your business is located in an area that is easy to get to and has parking, then convenience could be a key message. If your business goes beyond the level of service offered by your competitors, then customer service could be a key message. Key messages are all about why you are special and unique.
Fashion your key messages as concepts or phrases to be used over and over again in varying ways. The goal is to be able to use them across a wide variety of marketing channels.