Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Creating B2B
Takeaway messages

                    © 2010 Matizmo Ltd.
Introduction
A takeaway message is a message you want your audience to take
with them – be
            this from your mark...
Introduction
A takeaway message is a message you want your audience to take
with them – be
            this from your mark...
Introduction
A takeaway message is a message you want your audience to take
with them – be
            this from your mark...
Introduction
In theory, it sounds an easy enough concept.

However, when it comes to the practicalities of writing materia...
Kiss it
simple.
Don’t overload your audience
with unnecessary details.




                               © 2010 Matizmo L...
Kiss it
simple.
Don’t overload your audience
with unnecessary details.

In marketing literature or articles, because of
th...
Kiss it
simple.
For a presentation or a conversation, you really only have the
chance for the audience to take   one thing...
Kiss it
simple.
For a presentation or a conversation, you really only have the
chance for the audience to take   one thing...
Kiss it
simple.
For a presentation or a conversation, you really only have the
chance for the audience to take   one thing...
Make sure you repeat
your takeaway message.
Repetition of the message makes it familiar.




                             ...
Make sure you repeat
your takeaway message.
Repetition of the message makes it familiar.


The more familiar it is
the mor...
Make sure you repeat
your takeaway message.
Repetition of the message makes it familiar.


The more familiar it is        ...
“Sell the sizzle,
not the sausage”
The audience needs to know what your product or service
will do for them, rather than h...
“Sell the sizzle,
not the sausage”
The audience needs to know what your product or service
will do for them, rather than h...
“Sell the sizzle,
not the sausage”
The audience needs to know what your product or service
will do for them, rather than h...
“Sell the sizzle,
not the sausage”
This is what you need to tell
them rather than where the
parts were sourced from, or
wh...
“Sell the sizzle,
not the sausage”
This is what you need to tell     Details such as these
them rather than where the
    ...
“Sell the sizzle,
not the sausage”
This is what you need to tell      Details such as these
them rather than where the
   ...
Representative.
Make sure your takeaway message is representative   of who
you are as a company.
Resist the urge to
overse...
Representative.
Make sure your takeaway message is representative    of who
you are as a company.
Resist the urge to      ...
Representative.
Make sure your takeaway message is representative            of who
you are as a company.
Resist the urge ...
Representative.
Make sure your takeaway message is representative            of who
you are as a company.
Resist the urge ...
Make sure you repeat
your takeaway message.


Sorry, couldn’t help myself.


                               © 2010 Matizmo...
Make your takeaway
message unique.
USPs. Make sure you know and, more importantly, your sales
people know your unique    s...
Make your takeaway
message unique.
USPs. Make sure you know and, more importantly, your sales
people know your unique     ...
Make your takeaway
message unique.
USPs. Make sure you know and, more importantly, your sales
people know your unique     ...
Make your takeaway
message actionable.
What do your
audience need
to do next?




                  © 2010 Matizmo Ltd.
Make your takeaway
message actionable.
What do your    Call you, email you, speak
audience need   to you right now, think
...
Make your takeaway
message actionable.
What do your    Call you, email you, speak
audience need   to you right now, think
...
Summary
What has been the takeaway

message in this article?




                             © 2010 Matizmo Ltd.
Summary
What has been the takeaway

message in this article?
Only a small one – for
                you to consider what y...
Matizmo Ltd
  Call: +44 (0) 1285 643180
 Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk

       6–8 Dyer Street
      ...
Upcoming SlideShare
Loading in …5
×

Creating B2B Takeaway messages

2,216 views

Published on

What message do you want to leave behind with your communication? Too many B2B companies try to leave too many messages. Some practical tips on takeaway messages.

  • Be the first to comment

  • Be the first to like this

Creating B2B Takeaway messages

  1. 1. Creating B2B Takeaway messages © 2010 Matizmo Ltd.
  2. 2. Introduction A takeaway message is a message you want your audience to take with them – be this from your marketing literature, from an event, from a meeting or an article. © 2010 Matizmo Ltd.
  3. 3. Introduction A takeaway message is a message you want your audience to take with them – be this from your marketing literature, from an event, from a meeting or an article. As marketers we are taught the importance of messaging early in our careers. © 2010 Matizmo Ltd.
  4. 4. Introduction A takeaway message is a message you want your audience to take with them – be this from your marketing literature, from an event, from a meeting or an article. As marketers we are taught We use marketing to ensure that the importance of messaging the idea an audience is left with early in our careers. is the one you want them to have. © 2010 Matizmo Ltd.
  5. 5. Introduction In theory, it sounds an easy enough concept. However, when it comes to the practicalities of writing material or presentations, how can we ensure that our good practice is not lost and that our audience takes with them what we intend? © 2010 Matizmo Ltd.
  6. 6. Kiss it simple. Don’t overload your audience with unnecessary details. © 2010 Matizmo Ltd.
  7. 7. Kiss it simple. Don’t overload your audience with unnecessary details. In marketing literature or articles, because of their longer shelf time, you can get away with placing half a dozen messages or so as long as they are relevant. © 2010 Matizmo Ltd.
  8. 8. Kiss it simple. For a presentation or a conversation, you really only have the chance for the audience to take one thing away. Aside from how you made them feel – a great excuse to get those rapport skills honed – a takeaway message is your chance to get them coming back to you for more information. © 2010 Matizmo Ltd.
  9. 9. Kiss it simple. For a presentation or a conversation, you really only have the chance for the audience to take one thing away. Aside from how you made them feel – a great excuse to get those rapport skills honed – a takeaway message is your chance to get them coming back to you for more information. © 2010 Matizmo Ltd.
  10. 10. Kiss it simple. For a presentation or a conversation, you really only have the chance for the audience to take one thing away. Aside from how you made them feel – a great excuse to get those rapport skills honed – a takeaway message is your chance to get them coming back to you for more information. © 2010 Matizmo Ltd.
  11. 11. Make sure you repeat your takeaway message. Repetition of the message makes it familiar. © 2010 Matizmo Ltd.
  12. 12. Make sure you repeat your takeaway message. Repetition of the message makes it familiar. The more familiar it is the more likely an audience is to believe it. © 2010 Matizmo Ltd.
  13. 13. Make sure you repeat your takeaway message. Repetition of the message makes it familiar. The more familiar it is And if they the more likely an believe it, they’ll audience is to believe it. remember it. © 2010 Matizmo Ltd.
  14. 14. “Sell the sizzle, not the sausage” The audience needs to know what your product or service will do for them, rather than how it works. • Will it save them time? © 2010 Matizmo Ltd.
  15. 15. “Sell the sizzle, not the sausage” The audience needs to know what your product or service will do for them, rather than how it works. • Will it save them time? • Will it make them more efficient? © 2010 Matizmo Ltd.
  16. 16. “Sell the sizzle, not the sausage” The audience needs to know what your product or service will do for them, rather than how it works. • Will it save them time? • Will it make them more efficient? • Will it make them look good in front of their boss? © 2010 Matizmo Ltd.
  17. 17. “Sell the sizzle, not the sausage” This is what you need to tell them rather than where the parts were sourced from, or what the delivery timetable is. © 2010 Matizmo Ltd.
  18. 18. “Sell the sizzle, not the sausage” This is what you need to tell Details such as these them rather than where the will come out further parts were sourced from, or what the delivery timetable is. along the sales process. © 2010 Matizmo Ltd.
  19. 19. “Sell the sizzle, not the sausage” This is what you need to tell Details such as these them rather than where the will come out further parts were sourced from, or what the delivery timetable is. along the sales process. If brought out too early they will clutter the messaging. © 2010 Matizmo Ltd.
  20. 20. Representative. Make sure your takeaway message is representative of who you are as a company. Resist the urge to oversell your products or your place in the market. © 2010 Matizmo Ltd.
  21. 21. Representative. Make sure your takeaway message is representative of who you are as a company. Resist the urge to Over promising and over oversell your products or stretching yourself does not your place in the market. build a healthy client base. © 2010 Matizmo Ltd.
  22. 22. Representative. Make sure your takeaway message is representative of who you are as a company. Resist the urge to Over promising and over oversell your products or stretching yourself does not your place in the market. build a healthy client base. If anything it makes potential clients check the facts all the more. © 2010 Matizmo Ltd.
  23. 23. Representative. Make sure your takeaway message is representative of who you are as a company. Resist the urge to Over promising and over oversell your products or stretching yourself does not your place in the market. build a healthy client base. If anything it makes potential Honest is indeed the best policy. clients check the facts all the more. © 2010 Matizmo Ltd.
  24. 24. Make sure you repeat your takeaway message. Sorry, couldn’t help myself. © 2010 Matizmo Ltd.
  25. 25. Make your takeaway message unique. USPs. Make sure you know and, more importantly, your sales people know your unique selling points. © 2010 Matizmo Ltd.
  26. 26. Make your takeaway message unique. USPs. Make sure you know and, more importantly, your sales people know your unique selling points. This is what sets you apart from your competitors and, when selling the benefits of your product or service, is what allows you to match your product to their needs. © 2010 Matizmo Ltd.
  27. 27. Make your takeaway message unique. USPs. Make sure you know and, more importantly, your sales people know your unique selling points. This is what sets you apart from These are the core your competitors and, when selling brand messages which the benefits of your product or you will try to get across service, is what allows you to match in the majority of your your product to their needs. marketing activity. © 2010 Matizmo Ltd.
  28. 28. Make your takeaway message actionable. What do your audience need to do next? © 2010 Matizmo Ltd.
  29. 29. Make your takeaway message actionable. What do your Call you, email you, speak audience need to you right now, think to do next? about things for a bit? © 2010 Matizmo Ltd.
  30. 30. Make your takeaway message actionable. What do your Call you, email you, speak audience need to you right now, think to do next? about things for a bit? Every message should have a call to action. © 2010 Matizmo Ltd.
  31. 31. Summary What has been the takeaway message in this article? © 2010 Matizmo Ltd.
  32. 32. Summary What has been the takeaway message in this article? Only a small one – for you to consider what you want your audience to take from your next communication with them. © 2010 Matizmo Ltd.
  33. 33. Matizmo Ltd Call: +44 (0) 1285 643180 Visit: www.matizmo.co.uk Email: info@matizmo.co.uk 6–8 Dyer Street Cirencester Gloucestershire GL7 2PF

×