Delivering a consistent message across all communication channels amplifies the effectiveness of your brand building, demand generation, thought leadership, and go-to-market programs.
I previously described the 4C’s of effective marketing communications. Consistency is a fifth C that is essential to an effective program or campaign. I develop a message platform by rigorously answering the following questions, and then communicate the resulting content consistently across all channels — website, PR and AR, direct marketing, advertising, literature, presentations, and events.
1. What product or service is the subject of the program?
2. Describe the primary market for the product or service?
3. What business factors are driving demand for the product or service?
4. What problem does the product or service solve?
5. What is the single most important message the program should communicate?
6. What is the specific call-to-action for this program?
7. Who (by title) authorizes the purchase of the product or service?
8. Who (by title) specifies or recommends the product or service?
9. What unique benefits does the product or service offer?
10. What features support the above benefits?
11. What other benefits (not unique) does the product or service offer?
12. What features support these benefits?
13. Who are the key competitors, and what are the competing products or services?
14. What are their respective strengths and weaknesses?
15. What are the actual weaknesses of the product or service?
16. What are the customer-perceived weaknesses of the product or service?
17. In what geographic location(s) will this project be used?
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