In marketing communications what you say is as important as where and how often you say it -- the "what" being your central message or promise. So how do you find the right one?
Based on your thorough understanding of customer hot buttons, competitors, and the benefits of your offering, develop alternative messages. Then here are five questions to ask of each of them:
1) 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?
2) Is it meaningful? This is where knowledge of the customer comes into play. Your uniqueness should be based on the real needs of the people who use your product or service?
3) Is it supportable? Can you keep the promise you're making? For example, if your company message centers on superior service, are you committed to staying ahead of the competition?
4) Is it sustainable? Establishing your unique position doesn't happen overnight. The message you choose should be based on a long term, reality-based view of what you can deliver.
5) Is it concrete and easy to understand? If you ask your audience to think too hard, they may give up and go away! Simple, straight-forward messages work best.
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