When It Comes to Messaging – Plan First, Write Later

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.