Your marketing messages are anchored by a single “key message,” which is a sentence or two that answers the question: “What is this?” or “What do you do?”
To get started, first answer these four questions:
(1) What is the name of your product?
(2) What is your product? (e.g. a soda, a bike, etc.)
(3) What does your product do?
(4) What are the major benefits of your product?
Next, fill in this sentence with the answers above: (1) is a (2) that (3), which (4).
This will probably form a pretty klunky sentence, but at least you have the basics down. Now smooth out your klunker to craft a meaningful sentence or two to communicate your key message.
Examples: Key Messages
The PowerMop features 10 individual battery-powered scrubbing brushes that can be used on all types of floors. This powerful, easy-to-use tool gets your floor up to 10 times cleaner than a regular mop.
Jenkins & Perkins is a law firm that specializes in mediation services for the construction industry. It helps its clients avoid costly, drawn-out trials, allowing them to get back to work more quickly.
Tri-Star Fitness is a group of personal trainers who work with developmentally-challenged teenagers to help them find empowerment through movement.
Virginia Ginsburg is an entrepreneur and business & marketing consultant who delivers strategic, affordable marketing services through her company
accordionmarketing. She also writes a blog called
Body > Mind > Business, which discuses the connection between business health and personal health, and the struggles she faces in pursuit of work-life balance.
Virginia has an MBA from the University of Southern California and is currently (slowly) pursuing a Ph.D. in Psychology at UCLA. She has more than 12 years of experience as a senior marketing consultant, and has served as a trusted partner, coach and consultant to more than 100 sole proprietors, partnerships and corporations.
Virginia lives in Santa Monica, CA with her husband and daughter. As part of her passion for working with entrepreneurs, Virginia is actively involved in small business development projects in the U.S. and in developing countries.
About: Virginia Ginsburg
Virginia Ginsburg is an entrepreneur and business & marketing consultant who delivers strategic, affordable marketing services through her company accordionmarketing. She also writes a blog called Body > Mind > Business, which discuses the connection between business health and personal health, and the struggles she faces in pursuit of work-life balance.
Virginia has an MBA from the University of Southern California and is currently (slowly) pursuing a Ph.D. in Psychology at UCLA. She has more than 12 years of experience as a senior marketing consultant, and has served as a trusted partner, coach and consultant to more than 100 sole proprietors, partnerships and corporations.
Virginia lives in Santa Monica, CA with her husband and daughter. As part of her passion for working with entrepreneurs, Virginia is actively involved in small business development projects in the U.S. and in developing countries
