The memorable part
of messaging it the simple statement at the top. You can think of it as your
tag line or the one thing you want everyone to remember. I went to
silverpop.com and there on the scrolling banners are their key top level
messages. "Get a better return on relationships" … great top level
message. Speaks to what it does, the value it delivers, and makes you want to
know more.
Many people want to
start at the top because it is the sexy part, the part most seen. But without
understanding what you have, and what value it provides, you can spend a lot of
time coming up with catchy phrases that you can not support.
In todays crowded
marketplace, your top level message has to be designed not to just garner
attention, but attention with the people who can buy your product. If you have
started at the bottom, and driven through the middle, you should have a good
idea of what you need to say to reflect the rest of your message platform.
If you are starting
from the top, here are some suggestions on how to kickstart the process;
- Look at your differentiation
- Start with the pressing need or driver for your solution
- Drive home the benefit or value you deliver
After you have
identified 3-5 good candidates, then proceed to see if you can provide
reasonable proof for your claim. If not, move to the next. Don't get too
attached to any particular direction early in the process. Narrow it down to a
couple and then test it on your target audience, or your trusted advisers who
can stand in for them.
Messaging Series:
- Intro Part 1
- Bottoms up Part 2
- Meet you in the middle Part 3
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