Crafting your Message
"Drivers Wanted" - Volkswagen
Once you have identified your USP, it is time to craft your key message. Ideally, your key message can be conveyed in 7 words or less.
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Exercise:
Working in small groups, identify the USP for each person in your group and then develop a statement that captures each person's key message.
If you have time, identify secondary messages for each person as well and develop a message statement for each one that is identified.
Famous Advertising Slogans
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Things to consider when crafting your key message:
- Will you target local customers?
- Are there a lot of competitors? If so, how will you stand out?
- What is the most important thing to a potential customer?
- Why should someone buy from you?
- What adjectives do you want people to think of when they visit your website? (professional, fun, caring, secure, reliable, trustworthy, exciting, innovative, creative, etc.)
- How will you back-up any claims you make?
- Are you adding value?
- Is there a reason for someone to come back?
- Do you have a call to action?
- How will use your website to generate business?
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