We often get client requests to create a certain piece of collateral for them−a product datasheet, company overview, sales guide, or Web copy. We always ask if they have a messaging document that we can work from. The answer is almost always “no”.
So what in a messaging document or platform would be useful when creating a new piece of communications? The answer is everything!
A good messaging document is the go to place to understand the essence of what should be communicated about a product, service, brand or company that is written with a specific audience in mind. A messaging platform can include:
- Audience definitions
- Company or product positioning statement
- Short and long company or product descriptions
- Unique sales propositions
- Elevator pitch
- Tagline
- Key takeaways
- Key features and benefits
- Competitive situation
With a messaging document in hand it is much easier and more efficient to create any communications vehicle, from product brochures to interactive demos. You will also benefit from having consistent messaging across all of your communications−regardless of how many different writers produce the pieces.
Bottom line, invest the time upfront to create (and update) a solid messaging platform. It will pay dividends time and time again.