Marketing messages are written and verbal statements that quickly describe what you do and how you’re different. They’re used throughout your interactions with the market and include the following:

  • The “elevator pitch” – the 30-second response to the question, “What do you do?”
  • Sales & marketing materials – sales literature, websites, presentations and campaigns all use messages of various lengths
  • The introductory statement in a phone call
  • Press releases – the blurb at the bottom of the release that describes the company business
  • Slogans
  • Mission statement

Messaging is the core communication of your competitive positioning and brand strategy. It’s the basis for most copy in your sales literature, your tools and your selling presentations, and it should be well-known and understood by all employees.

Messaging Value

Good messages hone in on what's important to your market and communicate it consistently and effectively. Poor messages can confuse the market and make it more expensive to generate leads and convert them to customers.

Companies with good messages:

  • Have aligned their competitive positioning and brand strategy to communicate those strategic decisions to the marketplace
  • Live and breathe the value they deliver to the market
  • Generally have more effective marketing and sales conversion rates

Growth specialist enables you to evaluate your messages and their effectiveness. It helps you improve verbal and written statements about company value, which expands marketing campaign and selling effectiveness, increasing both the top and bottom line.

Messaging Tools in Growth Specialist

  • Evaluate Your Current Messages:  Review and evaluate existing messages and determine if they match your competitive positioning and brand strategy. Recommend updates and changes to improve communications with the market.
  • Message Requirements:  Define the tone and style that will best communicate your messages to the marketplace. Determine the essence of the messages you want to convey, and decide where to use them.
  • Develop New Messages:  Create or update your array of messages, including your elevator pitch, positioning statements, press release summaries, tagline/slogan and mission statement.