Evaluate Your Current Messages “Messages” are written & verbal statements that quickly describe what you do and how you’re different. They’re used throughout your interactions with your market: The “elevator pitch” – the 30-‐second response to “what do you do?” Sales and 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 explains what the company does Slogans Your mission statement Good messages take your competitive positioning and brand strategy to the next level. They hone in on what’s important to your market and communicate it consistently and effectively. Do you question whether your messages can be more effective? Start by reviewing them in each of your marketing materials. MATERIALS TO REVIEW (check those that NOTES you’ll evaluate) Verbal response to “what do you do?” Sales literature Website Presentations Proposals White papers and case studies Press releases Sales letters Email footers Review the materials and highlight the key “message” in each. You’re looking for statements that explain what you do and why you’re different. Then rate each message for:
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Value: Does the message convey your value proposition and brand promise? Strength: Is the message strong and specific? If it’s too generic, it won’t be meaningful. Clarity: Is it simple and clear? If it’s wordy or difficult to understand, it won’t be effective. Consistency: Is it consistent with your other messages?
Message
Value Strength Clarity Consistency Total score Decision
1: Very poor
2: Poor
3: Neutral
4: Good
5: Excellent
1: Very poor
2: Poor
3: Neutral
4: Good
5: Excellent
1: Very poor
2: Poor
3: Neutral
4: Good
5: Excellent
1: Very poor
2: Poor
3: Neutral
4: Good
5: Excellent
Create new message
Tweak this message
No action needed
Repeat the analysis for each message you use.
CONDUCT A SURVEY If you want to reach out and ask prospects, customers and/or employees to evaluate your messages, you may decide to conduct a simple poll. You have a number of options for conducting your survey: SURVEY OPTION (check the BENEFITS RISKS option you’d like to pursue) One-‐on-‐one discussion In-‐depth and personal feedback Feedback is open to with key customers Easy to launch interpretation You’ll have to tabulate responses Time-‐consuming unless you’re asking a small group Use an online survey Templates help you create a survey You need to word your software like and measure results questions properly in order www.zoomerang.com Low cost to gather accurate data or Answers are tabulated for you www.questionpro.com Very easy for your recipients Send a printed survey Low-‐tech may be better for your Low response rates
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SURVEY OPTION (check the option you’d like to pursue) via mail
BENEFITS
RISKS
customers
Takes more effort to respond You’ll have to tabulate the responses
When you create your survey, make it as simple as possible. Start off with a short explanation, thank your recipients for their time and encourage them to respond. Here’s a very simple survey template to get you started. Introductory message including purpose of survey: What does each message mean to you?
MESSAGE
WHAT IT MEANS TO YOU
1
[insert your message here]
[survey recipient responds here]
2 3
All responses are confidential; however, to help with our analysis, please tell us a bit about yourself. Type of question you can ask (you only need to List any questions you’ll add to your survey add these questions if you plan to group your responses) Standard demographics: Age, location, job title, industry, etc. Relationship with your company: Employee, customer, vendor, etc. Other
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Be sure to add a sincere thank you message at the end of your survey:
RESULTS Review the responses and gauge how well you think your messages are achieving your goals. (If you use an online tool, you’ll be able to download the results.) MESSAGE
MOST COMMON RESPONSES
If your survey recipients responded in the way you wanted, your messages are probably doing a good job. However, if their responses were different than what you expected, you most likely need to improve your messages. DECISION (CHECK YOURS)
NEXT STEPS
At this time, our message is clear and consistent in all of our written marketing materials. No further action is needed in this area. We need better messages.
No action needed; you’ve completed this section.
We have good messages, but we’re not using them consistently.
Use 233 to revise your messages. When you’re finished, apply them to your materials. Identify the materials you’ll need to revise (below)
If you’ve decided to update your existing materials with new messages, use this checklist to identify and prioritize that project. [Sales Literature & Tools can help]
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MATERIALS (check those that need to be updated) Elevator pitch (verbal response to “what do you do?”) Website Sales literature Presentations Proposals White papers and case studies Press releases Sales letters Email signatures ALL PIECES
DESCRIBE WHAT NEEDS TO BE DONE
DUE DATE
If you’re revising your messages, go to Exercise 233.
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