[Marketing] Core Message Platform info

Thu Jun 28 19:26:12 UTC 2007

Apparently there was an OpenID marketing meeting yesterday.

Could somebody who attended please post meeting minutes / notes for  
the rest of us?

And next time, could meetings of this nature be pre-announced on this  
mailing list so all interested parties can participate? I do believe  
that we all have the shared goal of having a consistent approach to  
marketing OpenID across the entire community, which I would think  
requires this group to be "out in the open" as much as possible,  
including meetings announcements and summary after the meeting.

Thanks,

Johannes.

On Jun 28, 2007, at 10:17, Bill Washburn wrote:

> 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 meetings
> Q. 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.
>
>
>
> _______________________________________________
> marketing mailing list
> marketing at openid.net
> http://openid.net/mailman/listinfo/marketing

Johannes Ernst
NetMesh Inc.

 http://netmesh.info/jernst

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