As an outcome from Part 2 of MMC’s messaging-development process, you should now have over-arching statements that efficiently encapsulate the primary themes associated with your offerings. These should be concisely structured in the form of benefit statements that satisfy both the entrepreneur and the risk-avoider. From a customer perspective these statements describe what you do. Use these as the heading statements at the top of the final MMC Messaging Map – Part 3. Click HERE to download this map.
It is never good practice to assume that prospective customers will correctly interpret each message’s meaning. You must be prepared to back up the messages with value statements, principles, or facts legitimizing your claims. In other words, now that you’ve told consumers what you do, be prepared to explain how you do it. For example, if your message states that you are available to customers all the time, you should back this up with phrases like “We have staff on call 24/7” or “We offer quality assistance from 12am to 12pm.” These phrases make your statements more tangible and credible to the audience and helps potential clients pinpoint exactly what they are looking for. It shouldn’t be difficult to write these supporting statements because you’re just repackaging the information you created in precious sections.
Now that you have your messages created, the only thing left to do is determine how you are going to present them. You can do this in a variety of different ways, but at minimum, I recommend creating standard collateral pieces that you can use as leave-behinds or hand-outs during sales appointments. Collateral items can also be used in conference booths or as networking mailers. By using this 3-part process to develop your message, you will be able to deploy it in any format – from an elevator pitch to a full-blown PowerPoint presentation. Whether you develop tri-fold brochures, business cards, rack cards, fliers, website displays… you name it … the messages you’ve created are adaptable to any formats. They should also be used in video uploads, website content, blogs, and so forth. The most important thing is consistency – that all communication carries the same message.
Congratulations! This has been a long journey, but you’ve now developed powerful, polished messaging. These three steps take a bit of research and development, but they will refine the company’s offerings, unify your sales strategy, and connect with potential customers. If you would like to see examples of actual message development using the MMC Messaging Maps, or if you have questions/comments, please post to the comment board or email me directly at firstname.lastname@example.org