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:
Messaging Evaluate Your Current Messages
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