Creating Key Messages to get Free Publicity
Creating Key Messages to get Free Publicity
WHAT are Key Messages?
Key messages are phrases of different lengths that provide a description of your company in very succinct understandable terms. These messages take several forms and can be used in multiple ways. One of the forms is called an Elevator Pitch, which is essentially a description of your company in 10 seconds or less (the time it takes for a short elevator ride). In fact this is one of the more critical messages since 10 seconds is usually all you get to describe your company to someone. There are also short messages and long messages depending on the objective you are trying to serve. Additionally, you will need a company profile ("About ABC Company") and/or personal biography for your media releases.
WHY do you need Key Messages?
You need key messages to communicate to the outside world, whether to media or clients. Your key message must be consistent and communicate why you are different - or your unique selling proposition (USP). It also helps your employees when they are speaking with clients. Have you ever asked someone what he or she does, or what his or her business does and still not really know after they have told you? This is because they have not developed key messages.
Key messages will help you in all aspects of your business - from sales and advertising, to media relations and speaking engagements. Every time you speak to people and they ask, "What do you do?" it is an opportunity to sell your services/products.
When embarking on a media relations program, you never know when the media might call - messages done ahead of time help you to always be prepared.
In this era of "too much information," every executive, manager, spokesperson, and business owner should be able to condense corporate news, financial data, product information, and other announcements into brief, convincing messages that are expressed in an articulate and memorable manner.
With consistent and concise key messages, everyone will remember your company and what you sell.
WHEN should I develop my Key Messages?
It's never too early to develop key messages! Whether it's from the moment you develop your business/marketing plan (actually a great thing to do even BEFORE you develop your business/marketing plan) or from this point forward, it is never too late, either. Many business owners enlist outside help for developing key messages. Sometimes a fresh approach or outside "eyes" helps distinguish your USP. Key messages may change over time as you determine what resonates with your target customer.
WHO should develop the Messages?
Anyone from the Owner of the business, CEO, or President, to the Marketing Department and Sales People - everyone can play a role in the development of these messages.
WHO should use the Messages?
The owners, executives, company spokespersons, ALL employees, suppliers, and partners - anyone with a stake in the success of the business should understand and use the messages. If you can get your clients to recite your messages, you will have a great opportunity for referrals.
Creating Key Messages to get Free Publicity - To learn more about this author, visit Leanne Bucaro's Website.
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Creating your Key Messages - Part One
WHAT are Key Messages?
Key messages are phrases of different lengths that provide a description of your company in very succinct understandable terms. These messages take several forms and can be used in multiple ways. One of the forms is called an Elevator Pitch, which is essentially a description of your company in 10 seconds or less (the time it takes for a short elevator ride). In fact this is one of the more critical messages since 10 seconds is usually all you get to describe your company to someone. There are also short messages and long messages depending on the objective you are trying to serve. Additionally, you will need a company profile ("About ABC Company") and/or personal biography for your media releases.
WHY do you need Key Messages?
You need key messages to communicate to the outside world, whether to media or clients. Your key message must be consistent and communicate why you are different - or your unique selling proposition (USP). It also helps your employees when they are speaking with clients. Have you ever asked someone what he or she does, or what his or her business does and still not really know after they have told you? This is because they have not developed key messages.
Key messages will help you in all aspects of your business - from sales and advertising, to media relations and speaking engagements. Every time you speak to people and they ask, "What do you do?" it is an opportunity to sell your services/products.
When embarking on a media relations program, you never know when the media might call - messages done ahead of time help you to always be prepared.
In this era of "too much information," every executive, manager, spokesperson, and business owner should be able to condense corporate news, financial data, product information, and other announcements into brief, convincing messages that are expressed in an articulate and memorable manner.
With consistent and concise key messages, everyone will remember your company and what you sell.
WHEN should I develop my Key Messages?
It's never too early to develop key messages! Whether it's from the moment you develop your business/marketing plan (actually a great thing to do even BEFORE you develop your business/marketing plan) or from this point forward, it is never too late, either. Many business owners enlist outside help for developing key messages. Sometimes a fresh approach or outside "eyes" helps distinguish your USP. Key messages may change over time as you determine what resonates with your target customer.
WHO should develop the Messages?
Anyone from the Owner of the business, CEO, or President, to the Marketing Department and Sales People - everyone can play a role in the development of these messages.
WHO should use the Messages?
The owners, executives, company spokespersons, ALL employees, suppliers, and partners - anyone with a stake in the success of the business should understand and use the messages. If you can get your clients to recite your messages, you will have a great opportunity for referrals.
Creating Key Messages to get Free Publicity - To learn more about this author, visit Leanne Bucaro's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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