I’ve been working with a client who needs a promotional brochure, and when I asked the question, “What’s your core message?” she really drew a blank. It’s hard to drill down to what your company is all about at the core, but one way to think of it is to ask yourself: What do I want people to remember about my company after they’ve read my brochure?
Here are a few examples of core messages:
An attorney: “My law practice focuses on small businesses. I help entrepreneurs get started the right way, answering important questions about legal and business entity issues.”
A sub-contractor in the aircraft industry: “Our company manufactures specialty micro tools for the aircraft industry. We don’t mind short lead times; in fact, that’s our specialty.”
A non-profit agency: “Our agency provides case management services to veterans with drug dependency. We’re the only agency in the state that helps men and women make a successful transition from hospitalization to the community.”
See how easy it can be? Just a sentence or two that sums up who you are, what you do, what you provide.
You may never actually use your core message verbatim in your brochure or other marketing materials, but it sure helps when it’s time to develop copy–especially when you create your list of features and benefits.
If you have trouble figuring out the underlying message you want to leave in your customer’s mind, ask your business partners, employees, or even your favorite clients to help you define it.
Submitted on 2-27-09 by Nancy Simonds, copywriter