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Craft a Marketing Message That Connects
Taking the right position with your product or service, and then developing the best marketing message for that position, is the first step to successful marketing. All too often, companies try to complete websites and marketing materials before agreement has been reached on the right marketing message.
The result is disaster. Not to mention wasted time and money.
The Content Factor excels in helping clients establish the right position and marketing message. As a framework, we use our time-tested marketecture process. It begins with a comprehensive analysis of your current state, taking into account the market landscape, the company’s strengths and weaknesses, and numerous other factors.
Through a process of discovery, we work with our clients to craft a vision of the “future state” including goals, value propositions, and three tiers of messaging.
When we build a product, service or corporate marketing message, we critique it against our high standards:
- Is it emotional?
- Is it differentiated?
- Is it defensible?
- Is it credible?
- Does it lend itself to storytelling?
For guidance, we often rely on the time-tested wisdom of others, such as Trout and Ries’ seminal work Positioning or the more recent, but just as compelling, Made To Stick.
We can’t show you samples of our marketing message and positioning work, because it is client-confidential. However, we can tell you that we have recently helped Infor, CGI, Wellmark Blue Cross Blue Shield, Purchasing Power, Primo Sport, Teledini and other companies—large and small—in this important area.
By the way, if you’re looking for a laugh and want to see some examples of BAD messaging, take our jargon quiz.
