All too often companies, especially technology companies, dive right into writing copy for websites, collateral and press releases. This very tactical approach often leads to numerous re-writes and inconsistent positioning because different writers emphasize different points, themes and value propositions.
I strongly recommend having a technology marketing agency create messaging for your company and all products and services. The messaging document should contain:
- 25, 50 and 100-word overview statements
- Full description (3-5 paragraphs)
- Role-based message based on the titles in companies you are targeting
- A press release boilerplate
- 5-6 value propositions (we call them messaging pillars)
- Content for your website’s homepage & main landing page
- Media talking points
With the elements above, you’ll have a great foundation on which to base all marketing communication efforts.
