A Promise for Business Presentation. What does your business offer, how do you communicate the value you offer, and how do you differentiate yourself.

1. lWhat it is
lWhat it should be
lSome messaging DOs (and DON'Ts)
lSome examples
lA first step
lNext steps
Messaging – a quick guide

2. lWhat you say about your business
lHow you communicate the value you offer to specific audiences –
internal and external
lHow you differentiate yourself
Messaging – what it is

3. lBased on your market position
lTargeted to your customer groups
lBased on real customer understanding and need
lBased on results achieved
lDifferentiated from competitors
lAgreed by your workforce
lInternal and external – CONNECTED AND CONSISTENT
Messaging should be...

4. lUse simple language
lAppeal to core motivations ('drivers')
lExplain 'what's in it for me'
lBack up your statements
lQuantify wherever possible
lEnsure consistency
Messaging – DO...

5. XX is the animal handling company that provides lifelong learning
experiences across the UK and improves your learning outcomes
using real animals
XX delivers your learning outcomes in new ways - from the
nursery to the care home, and from school to the workplace.
Messaging - example

6. XX provides safer, faster and more cost-effective live asset
inspections - using remotely operated aerial vehicle (ROAV)
technology to improve your operational safety and reduce your
workscopes.
XX's methodology means that assets can be inspected live –
without the need for costly shutdowns.
XX's methodology improves safety by removing people from
danger.
Messaging - example

7. Create a 'backgrounder' that explains:
lHow your company has developed
lWhere it sits in the marketplace
lWho its customers (and decision-makers) are
lWhat are the 'drivers' are in the marketplace
lWhat customers really value about your business and service
lHow you quantify success to customers
Messaging – a first step...

8. Work with your team to:
lProduce some key messages for each customer group
lTest messages with customers
lReview and refine
lWork into all your communications – from news releases and
social media to sales messages and promotions
lAnd....
Messaging – next steps...

9. Work with your team to:
lEnsure consistency
lKeep monitoring, reviewing and refining!
lCreate case studies/testimonials
Messaging – next steps...

10. lWhat it is
lWhat it should be
lSome messaging DOs (and DON'Ts)
lSome examples
lA first step
lNext steps
Messaging – a quick guide