If you’ve started up a business or are looking to revamp one there are a million things you need to do. When it comes to your marketing communications, however, there’s one task that should be one of the first on your list, and that’s the development of key messages.
Key messages are often called unique selling propositions and key points of difference and the reason your business needs them is simple: To highlight to potential customers why they should be using your business.
So how do you start to develop your key messages?
One of the first things you should do is to think about the image you want to portray to your target audience. How do you want clients to view your business? Do you want to be known for discounted prices, for excellent service, for fast delivery, for high quality products, etc. etc.? There are way too many possibilities to include in this article but it’s a good idea to list everything that is relevant to you and your business.
When you are developing your image list – and indeed your messages – it’s important you be honest. If the image and key messages you develop is not matched by your business, the products or services you sell and your staff, customers will notice. And they’ll most likely share their insights with family, friends and social media connections.
After you’ve made your list of the how you want customers to perceive your business, developing your key messages is relatively simple. If you want your accommodation business to be portrayed as one that provides great service, a message might be: “Our staff will bend over backwards to make your stay a comfortable and memorable one”. If you’re a retail store that sells cheap products, a message might be: “We have discounts on your discounts!”
When you’re developing your key messages remember these short bits of information will form a significant part of your communications with clients. So, be anything but boring. Consider your target customer and write messages that are engaging, interesting and informative.
Once you have developed your key messages, use them: In brochures, on your website, on business stationery and any other marketing communications you produce. In fact, you can also use them when greeting customers and in networking opportunities.