It’s a simple fact. When your prospects are presented with unclear, inconsistent or muddled brand messages, they instinctively say “no,” and move on. However, creating consistent selling statements throughout your small business branding campaigns can be difficult. Especially when sales writing isn’t your primary area of expertise.

As a small business owner, you may find yourself under the gun to produce a sales letter by the end of the week, and an e-blast campaign by the end of the week—not to mention a website landing page that’s needed for your showcase product.

Bringing all this together in a smooth cohesive fashion can be a real challenge when you have so many other hats to wear. Does this scenario sound familiar?

Well, I have a secret weapon that will assure your marketing materials have consistent and strategically sound selling messages. The solution is a comprehensive Core Message Platform that includes a series of strong, benefit-driven marketing statements about your product or service.

It’s been said that every competition is won before it’s fought. This holds true in marketing as much as it does sports or any other endeavor. What this point clearly speaks to is planning, because failing to plan is planning to fail.

failing to plan is planning to fail

This has never been truer than it is today for small business owners who have to make every dollar count. That’s why a Core Message Platform should be the first marketing communication piece you write for your small business marketing campaign.

You can then use your completed Platform as a springboard for writing a wide range of dynamic marketing materials that have a consistent tone and message throughout your print and digital marketing materials.

This is a much more effective strategy than “winging it” and writing your marketing content on a “make-it-up-as-you-go” basis.

So, what exactly is a Core Message Platform?

So, what exactly is a Core Message Platform?

  • 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
  • Sample headlines for use throughout your campaign

Imagine the power you’ll have in your hands when you develop a comprehensive Core Message Platform for your products and services.

Suddenly, creating consistent selling statements throughout your marketing cycle will be much less daunting. Plus, you’re assured of having strong, consistent branding statements about your product throughout your marketing campaign.

This greatly increases the chances of making a positive impact on your target market—because repetition builds reputation.

because repetition builds reputation

Core Message Platforms really are the secret weapon to:

  • Developing strong, consistent brand statements
  • Creating a memorable, positive image for your product
  • Touching your target audience on an emotional level
  • Increasing the selling power of your marketing materials

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

Casey Demchak is an award-winning Copywriter & Consultant, creator of the Core Message Platform, and author of the book, Essential Sales Writing Secrets. To sign up for his free weekly copywriting updates learn more about his services, visit @CaseyDemchak