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The Importance of Message Development: Developing the Message and Testing it with the Public

November 25, 2014

The process of message development is one that whittles down to the core idea of what your company is all about in the minds of the public. It's a concept not all companies develop based on the thought it's impossible to encapsulate a brand message when you have a lot going on. But companies that do focus on message development end up retaining more customers, mainly because those customers will know what you stand for and what your intentions are.

Focus is going to be important in a company if you want to help solve a problem for your key demographics. Not knowing who you are exactly as a company or not properly showcasing what you offer is going to confuse the public as well as designate you as confused yourself. The public knows when a company has or doesn't have a clear focus on bringing something useful to the world.

So what kind of core message should your company have? It doesn't necessarily have to be just one message and can be several, just as long they connect to the main purpose of what you do. Before you start all your marketing, you have to hire an expert marketing team to analyze your core messages thoroughly. By dissecting them, you can see what messages are really necessary and which ones don't matter.

Deciding What Your Core Messages Are

The key aspects of message development can usually be broken down to three parts that involve a main message encapsulating your overall business goal, a message engaging people, then more detailed messages you use to engage others of influence who can help your business grow.

With the first message, you can get to the very core of your company. Once you brainstorm this key message, you'll probably find some surprises on what the soul of your company really is. It's similar to when you look into your own soul in psychotherapy sessions and discovering things about yourself you didn't previously understand. Once you understand your core message, you've already gone a long way.

By creating another message targeted to consumers, you're basically looking into their own soul and connecting your message to it. That usually means helping them solve some kind of problem with the services or products you offer. Once you identify your key demographics, you can send that message directly to them through online or offline marketing.

The same can be applied to the individual message you use to investors or others of influence to help you grow your company. They want to know your core message so they know they're investing their money wisely. Think ABC's "Shark Tank" and the core message behind products people invent in order to attract venture capitalists on the panel.

The Quality of Your Message

You may have your messages ready, though you have to give a sense of quality to them so consumers respond to them in the most effective ways. This usually means being very concise for each message, generally one to two sentences. The messages also have to compel people to action by helping solve a universal issue everyone can relate to. It can be something simple, yet something a lot of competing products have yet to solve completely.

Keep in mind writing the core messages in an active voice helps bring a more compelling edge to each one. Plus, using catchy words and phrases is essential so people will assimilate and remember it when you use the message in advertising. The shorter the sentence with memorable language, the better.

Let us help you develop your own company message here at Palomar Marketing. We're here to help you through the stages of taking a product to market and how to navigate the complex marketing waters every company has to endure.

Contact us so we can start working with you right away. With 20 years of experience in our agency, our experience working with everything from startups to Fortune 500 companies is guaranteed to help you thrive.

In Marketing Tags messaging, message development
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