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Crafting Compelling Key Company Message

Updated: May 30

One of the things I regularly get asked about during 7Cs training workshops is “How can I descript my company or my product in a way that stands out from all the other competitors and other options available?” This may sound simple but many times is not. Go ahead and try it….. Getting this ‘right’, it does mean that you are able to answer the question “So what do you do?” with an impactful answer that catches the interest of your listeners, and it also provides you with the great opportunity to stand out as a business.

Before you start drafting your compelling key company message, (ideally a statement that lasts for half a minute), you first need to have a clear and holistic understanding of your market space, your customers and your customers’ customers. This will help you tailor your messaging to the specific needs and wants of your selected prospects. Critical to this process is also your ability to elaborate your offerings as specific benefits to the person you are conversing with.

Why are key messages important?

If your team can’t define what you do and why, in a clear and concise message, your customers may not fully understand how your products and services can benefit them.

What is a key message?

As the name suggests key messages are the aspects of your company you most want your customers to recognise as beneficial for them, hence highly desirable. It is not a slogan.

Some rules of thumb for key messages:

  • Concise – your key message should be easy to understand, and ideally 2 -3 sentences. It summarises what your company offers, how it benefits your target customers, and how it is different from your competitors.

  • Customer-centric – focus on your target audiences’ specific needs for each role, address their immediate need, and demonstrate how your company and its products and services provide the solution. Messages should be benefit-driven with the support of specific features.

  • Unique – define what sets you apart from others. Focus on benefits that distinguish your offerings, by highlighting the specific value and innovative features that directly cater to your target audience.

  • Consistent – messaging across all channels, including all the company employees, website, PR, social media, advertising and other marketing collateral.

  • Convincing - How you say it matters! Confidence, tonne of voice and body language plays a key role on how the message is conceived by your listener. Separately, always be ready to back up your statement by aligning it to appropriate features.

Don’t forget to share your key message internally

Key messaging is not just for your customers, it should also be shared within your company, to keep all teams aligned.

Need help to develop your key message?

It’s worth taking time craft compelling key messages for what your company stands for, its products and its services. It will probably take several attempts to get one that sounds compelling and natural in conversation. Ask yourself this question before you start writing: what do you want your target audience to remember most about your company?

Do you need help to develop and get the most out of your key message, or want to find out more about them, or upskilling your team’s commercial skills? Reach out to us for an inside to the 7Cs Selling Process and Workshops which we have specifically design for Animal Nutrition and Animal Health customer-facing professionals. Please contact us at, or +66 (0) 613 935 776 for a one-on-one conversation.

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