[Marketing] Core Message Platform info

Bill Washburn billhwashburn at yahoo.com
Thu Jun 28 17:17:29 UTC 2007


Hi everyone...  

In light of the lunch conversation yesterday at Catalyst, here is some stuff about the Core Message Platform.

Let me apologize in advance for taking this rudimentary approach.  I just imagined it might be valuable quickly to review the basics.

cheers,
-bill



The following writing is taken from:

http://www.bealecommunications.com/messagePrimer.asp


Q.  What is a message?

      A message is a statement that expresses your key attributes in a way that resonates with your target audience and 
      compels them to act.  A message is not
a tagline, a claim, a mission statement. 
A message takes an "outside-in" approach to communicate your position
in a way that appeals to specific audience interests. A message also
expects the audience to do one of three things: be informed, be
motivated to act, or be persuaded. 


      
      Q.  How many messages should we have?
... audiences usually can
absorb no more than an introduction, three key arguments and a
conclusion. Message development takes this into account through the
construction of "message sets" that consist of a core message,
supporting messages and related evidence. A core message platform
typically consists of three such message sets.



      
      The core message tells your audience what you can do for them and how it relates to their needs.  Supporting messages 
      elaborate on key ideas contained within the core message.  The evidence provides the necessary proof required to validate 
      the messages.   Core messages communicate the key components of your value proposition, or brand positioning, while the 
      supporting messages and evidence allow you to tailor your positioning to specific audiences.


Q.  How are messages used?

Core messages may not be repeated word for word, but the meaning behind
the messages should be apparent in any communications. The message
could be paraphrased in a news article or positioned as an opening
statement in a brochure or memo. Core messages provide a framework so
your communications won't stray from the points of differentiation you
want to share with the audience.



      
      Core messages create an impression in a variety of ways, depending upon how they're applied in communications such as:

        
            Outline for capabilities presentations

            Key points for memos, emails, other correspondence

            Talking points for media interviews

            Themes for meetingsQ.  What are the key criteria of an effective message?

      Effective messages are:
        
            Compelling
- A compelling message appeals to the audience's interests. The most
logical argument, backed with strong evidence, will fail to persuade
the audience if it violates their beliefs or neglects to gain their
emotional and logical allegiance. A compelling message demonstrates
that you share the audience's perspective.
Compelling messages make a direct connection between the value you
offer and what the audience considers important. The goal in crafting a
compelling message is to deliver information in which the audience
finds immediate value.

                        
            
Clear & Consistent - An effective message is created with a clear understanding of what you want to accomplish 
            with the audience:
                

                To inform (increase knowledge or awareness)

                To motivate (encourage specific action)

                To persuade (think, feel, believe as you do)
                

Effective messages should concentrate on one goal at a time. Similarly,
each core message should leave the audience with one clear impression.
Packing multiple objectives or too much content into a core message
dilutes its impact.
            
            
Credible
- When you first read a brochure, two questions probably cross your
mind: "How important is this topic to me?" and "What do I think of the
person or organization who sent it?" Honing the relevance of a message
to appeal to specific audience interests is a key element of persuasive
communication. Validating your messages with proof makes them credible.
            
            The following forms of evidence help make messages credible:

                
Statistics, facts

                    Third-party references

                    Anecdotes

                    Testimonials, case study references

                    Analogies
                

Creating a vivid image, usually a picture in words or graphics, will
help the audience recall the benefits conveyed in your message. 
      
	   



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