Key messages are only half the battle; support them to win against the competition
Your company is great. Of course, you know it. But do your customers know it? Even if they purchase your product, do they know why you are great? Don’t guess or wonder if they do. It’s up to you to tell them. That’s the importance of creating key messages along with supporting statements.
If you’ve been in business for a while, you probably have already developed a few slogans and phrases in an attempt to summarize your company’s messages. Basic declarations such as, “We are eco-friendly,” or “We get it right the first time,” are fine on the surface, but today’s customers expect something much deeper from the companies they choose. Let public relations professionals help you craft winning supporting statements that highlight the multifaceted levels of your business and what makes you stand out from the competition.
How do you make a good supporting statement?
- Spell it out.
For example, if you say your product is environmentally friendly as one of your key messages, use three or four supporting statements to explain further. You can elaborate with things like, “We only use organic ingredients,” “We don’t spray our ingredients with chemicals,” and “We support conservation efforts in our surrounding communities.”
- Prove the main message.
Supporting statements give you a chance to put your money where your mouth is. You can’t simply say your product is more durable than the competition; you have to back it up. A supporting statement might announce that you’ve received recognition in a certain area or the seal of approval from an industry reviewer.
- Use language that will resonate with your target audience.
It’s vital to set the right tone with your supporting statements. For instance, if you are focusing on a younger buyer persona, you might want to use a bit of humor or a lighter tone; tech geeks and gearheads may appreciate more professional, industry-specific language.
How do you determine the order of your supporting statements?
- Decide what is most important.
Let’s say you have only 20 seconds to tell a key stakeholder about your company. What do you say first? You can use your answers to establish your list. This may change depending on different audiences (customers, investors, industry influencers, etc.).
- Research what means the most to your target audience.
You might believe that your biggest selling point is the fact that your product is built to last. However, your customers might choose you because you give back to the community.
- Hire a PR agency to do it for you.
You need supporting statements to hold up your key messages. A top quality PR firm can help you align your core values with the focus points of your sales and marketing initiatives. This will allow you to avoid confusion and mismatched content.
Axia Public Relations will develop your key messages and supporting statements so that the public can see your brand the way you want them to see it. To learn more about how we can help your company with more effective communication, contact us today or download our free e-book Maximizing Your Public Relations Investment.
Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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