If you cannot understand it simply, you do not understand it well enough’, Albert Einstein once said. However, when it comes to a business, it is easier said than done. Simply telling the story of your product, service, and business is not a matter of understanding how they work. It is about understanding what your audience needs to know about these products and services. You also need to guess at what stage of sales funnels should you pass on the knowledge to the audience.
Precisely why message development is a tough task and crucial as well, especially in business. The executives of a company frequently deliver presentations or interact with the media. So, it becomes more critical for them.
Here is a simple 5-step message development process which should help you in the organization:
1) Discovery: In this stage, you need to know about the following aspects concerning your business –
• Review internal and external business assets, right from brochures to website to memos to sales decks
• Interview some stakeholders to gauge their review about the business, the customers, and its values, as well as what they dislike about the current message
• Review the available data and consumer feedback to learn what compels the audience and how they perceive the brand
• Monitor the assets of the competitors as well
• Review outside assets that are written for your target audience. For instance, if you want to target travel bloggers, search blog content about the industry
• While reviewing the assets and taking interviews, do not forget to take notes down and highlight important points, recurring themes, and key language
2) Basic template: Create a framework for your product, service, or business story. Try not exceeding it beyond three to five points. If you are still unsure about the message, focus on what, why, and how. If you are still stuck, try answering the following questions –
• Why is your product or service important? What problem does it solve?
• How do you do it?
• Who cares?
• What should we do next?
3) Story to messaging: Once you know what story you will recite, the next is to figure out how to tell it. This stage is all about honing the message. At the business level, executive presentation training helps. Make sure the tone suits the brand personality and also matches the language choice to the way the customer thinks and talks about you. Again, include only three to five messages. You could also write a sample sentence or paragraph, each containing a message. Along with it, list key phrases relevant. It also assists the stakeholders to understand the context and what the message looks like on the paper.
4) Usage of the message: This is the final step in the message development process. Once the message is sought, language perfected, and storyline honed, the next step is to use the message in the right places. These are –
• Sales pitches
• Your homepage
• Everywhere your brand is present
Now, all you need to do it start your project. Whether you take an executive presentation training or developing a message, keep it simple. Answer the what, whys, and how’s. Ensure the message has enough examples, key phrases, and key asset language.
Jaques Montegolifier is a media student, who loves to read and write on subjects of his interest. He has spent considerable time reading aboutexecutive presentation training, public speaking, andmessage development. Through his work, he has explained 5 ways to develop an effective key message for your business.