Core Message Platforms: The Key to Strong and Persistent Branding

Core MessageLet’s face it. When your prospects are presented with inconsistent or muddled brand messages, they instinctively say “no,” and move on. However, creating consistent selling statements throughout your branding campaign can be difficult. Especially when you’re under the gun to produce a sales letter by the end of the day and a sales landing page by the end of the week—not to mention the e-blast that was due yesterday.

Does this scenario sound familiar? Well, I have a secret weapon that will assure your marketing materials have persistent and strategically sound brand messages. The solution is a comprehensive Core Message Platform that includes a series of strong, benefit-driven marketing statements about your product.

In fact, a Core Message Platform should be the first marketing communication piece you write for your branding campaign. Once completed, it serves as a springboard for creating a wide range of persuasive marketing materials that have a consistent tone across all your marketing channels throughout your campaign.

This is a much wiser strategy than writing content intended to build your brand on a “make-it-up-as-you-go” basis.

What is a Core Message Platform?

A Core Message Platform is a comprehensive document that contains all relevant marketing and branding statements about your product or service. Its purpose is to serve as the “master message document” from which you spin off all your essential marketing pieces.

You can be very flexible with how your Core Message Platform is structured. However, the ones I’ve written are typically divided into the following sections:

  • Product tag line
  • Description of your specific target market
  • Example of the style and voice to be used in your campaign
  • Explanation of the value provided by your product or service
  • Description of how your product works
  • A complete list of market research facts and figures
  • Unique selling proposition statement
  • Emotional selling proposition statements
  • Product positioning statement
  • Testimonials from product champions
  • Secondary key message benefit statements
  • Key message benefit statements that overcome anticipated product objections

Imagine the power you’ll have in your hands when you thoroughly-developed Core Message Platform for your next product branding campaign.

Suddenly, creating persistent and persuasive selling statements throughout your marketing cycle will be much easier. This is absolutely crucial to making positive impressions on your target market because repetition builds reputation.

Core Message Platforms really are the ultimate marketing weapon when it comes to:

  • Creating a memorable, positive image for your product
  • Touching your target audience on an emotional level
  • Increasing the selling power of your marketing content
  • Raising your ROI to levels that soar beyond your expectations

So why not put this secret weapon to work for you?

About Casey Demchak

Casey Demchak
Casey is an author, speaker and recognized expert at writing highly-effective marketing copy for a wide range of B2B companies and authors/speakers and coaches. He is also author of the book, Essential Sales Writing Secrets. In addition, Casey wrote a chapter on persuasive sales writing that is featured in the book, Advice From The Top: The Expert Guide To B2B Marketing. In addition, he hosted the VoiceAmerica™ Business Internet radio talk show, Essential Marketing Secrets. Casey’s been quoted in Inside Direct Mail for his expertise in building corporate newsletter programs; and samples of his work are featured in Steve Slaunwhite’s course workbook, Secrets of Writing for the Business-to-Business Market. Casey is also quoted in the book, The Wealthy Freelancer, written by Steve Slaunwhite, Pete Savage and Ed Gandia.

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