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