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PodCamp Toronto: Core Messaging Presentation
 

PodCamp Toronto: Core Messaging Presentation

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A presentation at PodCamp Toronto about the importance of core messaging, and the key issues to consider.

A presentation at PodCamp Toronto about the importance of core messaging, and the key issues to consider.

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  • Far too many companies are bad at core messaging because:They’re too close to the action to understand how their products and services are being used and whyIt’s not their core competencyTheir vision of the company and its role has evolved
  • Core messaging is the ability to tell people what your company does the value and benefits from using your products and servicesWhy you’re different from the competition
  • Lots of competitionConsumers are lazy and time-strapped – unless you tell them quickly and clearly they’ll move onProvides a company with focus and consistency
  • A lack of focus and directionDifferent parts of the company talking about different themesCustomers are confused about what you do and your valueCompetitors outflank you even if products and services not as good.
  • http://waveaccounting.com/about-us/
  • The ultimate test of whether you’ve nailed core messaging is bouncing off your mother. If she can understand it, you’re good to go.

PodCamp Toronto: Core Messaging Presentation PodCamp Toronto: Core Messaging Presentation Presentation Transcript

  • WHY CORE MESSAGING MATTERS…AND HOW TO DO IT
  • Say What?
  • I offer _________________________________________________to
     
    (your offer)
     
    ______________________________________________to help them
     
    (client/customer)
     
    ___________________________and_________________________.
     
    (benefit) (benefit)
     
    I’m different from my competition because_____________________.
     
     
  • What is Core Messaging?
  • What is Core Messaging?
    It’s what you sell or your expertise
  • What is Core Messaging?
    It’s what you sell or your expertise
    What’s in it for me?
  • What is Core Messaging?
    It’s what you sell or your expertise
    What’s in it for me?
    Why I should care?
  • The Core Messaging Pyramid
  • Why is it Important?
  • What Happens Without It?
  • It’s the Foundation
  • Competitive Positioning
  • How to Find Core Messaging
  • Who Are You?
  • Who Are You?
    What Do You Do?
  • Who Are You?
    What Do You Do?
    What Problem Do You Solve?
  • Who Are You?
    What Do You Do?
    What Problems Do You Solve?
    Why not the competition?
  • A Blank Slate
  • Brainstorm
  • Don’t Be Afraid to Ask….
  • Embrace the Competition
  • Stop, Don’t Do It!
  • Stop, Don’t Do It!
    - Talk About You
  • Stop, Don’t Do It!
    - Talk About You
    - Focus on the Features
  • Stop, Don’t Do It!
    - Talk About You
    • Focus on the Features
    • Tell the Whole Story Right Away
  • Boilerplate
    Short & Sweet
    Clear, Concise
    No Grit, No Effort
  • At Wave Accounting, our mission is helping you — the small business owner — be more successful.
    How? By letting you do your thing. You already have enough to look after, so accounting should never waste your valuable time.
    Wave slashes out the time-wasting parts of bookkeeping and accounting. No more manual entry. No more confusing, time-sucking steps. By using smarter tools and game-changing technology, we’re reinventing the way small businesses stay on top of their financial information. The result: No more sleepless nights worrying about the accounting you’ve been avoiding.
  • The “Mom Test”
  • What’s the Core Messaging?
    Why are the benefits?
    Why would I care?
  • ACE Bakery is committed to supplying our customers and consumers with the highest quality bakery products using time-honoured European traditions and the finest ingredients, valuing and respecting the contributions of our employees, and supporting the community through our donations to local charitable organizations.
  • I offer _________________________________________________to
     
    (your offer)
     
    ______________________________________________to help them
     
    (client/customer)
     
    ___________________________and_________________________.
     
    (benefit) (benefit)
     
    I’m different from my competition because_____________________.