Does Your Message Pass the Test?

Written by Claire Cunningham

Develop an effective benefit message and youre well on your way to building your companys entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) youre looking for.

Start with these three ingredients:

Understanding of what the customer needs and wants
Knowledge of the competitions strengths, weaknesses and messages
Insight about what you offer

Gather the information and chart it. What youre looking for is a hole where theres a customer need that you address and hopefully, the competition doesnt.

Found it? Thats the core of your message. Found several holes? Youll need to prioritize.

Now, write alternative introductory sentences. Remember, they need to be customer-benefit oriented, that is, they need to explain what the customer GETS. Got your alternatives ready? Here are seven questions to ask of potential benefit messages. Theyll help you find the promise or message that will get you the most mileage:

1) Is it meaningful?

This is where knowledge of the customer comes into play. Your benefit message should be based on the real needs of the people who use your products or services.

2) Is it sustainable?

Establishing your unique position doesnt happen overnight. The message you choose should be based on what you can deliver long term.

3) Is it believable?

Can you keep the promise youre making? For example, if your benefit message centers on superior service, do you understand what your customers expectations are? Are you committed to making good on this promise over time?

4) Is it unique?

Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack?

5) Is it concrete and easy to understand?

If you ask your audience to think too hard, they probably wont! Simple, straight-forward messages work best.

6) Is it in your own words?

If youre going to be saying this as an introduction to your business, you need to be comfortable with the words and phrasing. Practice saying messages out loud to test them.

7) Is it attention-grabbing?

You cant bore someone into buying! Use words that demonstrate your passion, your understanding of client needs. Use words that engage interest.

Test your message with prospects. Watch for their reactions. Ask what they like and dont like. You might get stuck. If that happens, a marketing and communications consultant can craft alternative benefit statements, provide an objective viewpoint, even handle the up-front research.

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years experience developing and implementing successful business-to-business marketing and communications programs. Sign up for Claires monthly newsletter, Communique, at www.clairvoyantcommunications.com. Claire can be reached at 763-479-3499 or e-mail to claire@claircomm.com

clairee@claircomm.com

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