Key Message Copy Platform
- 1. Key Message Copy Platform 17 questions to ask yourself, before and after releasing a product or service
- 2. Executive summary Wasting money on wrong marketing campaigns Why are we not advancing The problem with unclear goals How to overcome this uncertainty Using the Key Message Copy Platform system aka KMCP The overview of the contents inside KMCP Being aware of the KMCP process and how it works How using the KMCP can make your business automated Three rules to success
- 3. Questions to ask yourself… ! What is the Key Message Copy Platform? What problems does it solve? What are the benefits? How does the Key Message Copy Platform gauges a product or service? How does the Key Message Copy Message system work? How can it be automated? What are the steps to implementing the Key Message Copy Platform? How long does it take? How much does it cost? What’s the next step?
- 4. Terminology B2B: Business-to-business B2C: Business-to-customer B2P: Business-to-people KMCP: Key Message Copy Platform 4Ps: Product, Price, Place, Promotion SWOT analysis: Strengths, Weaknesses, Opportunities and threats USP: Unique Selling Point ESP: Emotionally Selling Point Target Market or Audience: Customers
- 5. Do you want your product or service to stand out? • After sales, businesses puts 80% of earnings back into marketing 20% 80%
- 6. But… 89% of new products goes unnoticed 7% bad news 4% good news April 0 22.5 45 67.5 90
- 7. Do you want to be another one of the statistics straight to emptiness?
- 8. The missing link Fact finder: Business Marketing Associations :B2B companies spend more than $85 billion annually in the United States of America on marketing - Think if your company has this marketing budget! Ask yourself this, how much is the UK spending in marketing? Remember 89% is the cost of being unnoticed…
- 9. The problem with unclear goals You are putting your time in the wrong products or services You could be in the wrong market You cannot help the customer make the right decision You do not know where you are heading You do not know enough about your products Your staff are wrongly trained You do not know how to improve your service You do not know who your real competition is This has cost you £10000s already, only for more unwanted unnoticed results - Is this really worth it?
- 10. We could have been as advanced as Japan already? If money did not get wasted, we would already be in a futuristic world with even MORE advanced technology Ask yourself, how did Japan and Singapore become so advanced? What can we do about our businesses? How to take charge of your life right now without too much government involvement? And if there is a lot of involvement, you would know what to do about it
- 11. How to overcome uncertainty? You need a clear goal to work out and work on plans You need to be aware of the economy You need to check if there are any emerging markets You need the bottom up theory - setting the foundations Your goal has to be consistent with each product or service The stakeholders needs to be aware You need to be aware and know it of by heart And your staff do too But if you are still in doubt…
- 12. Ask yourself, is being in the unnoticed 89% worth it?
- 13. Now we are introducing you to… ! Key Message Copy Platform ! Inside here has the: 17 questions to ask yourself, before and after releasing a product or service ! Check the overview for more detail - First, what is KCMP?
- 14. What is KMCP? • Key Message Copy Platform holds company founders’ mission for each of their current and future product and service ! • It keeps your plan consistent. No more excuses and no more losing track. It will be a 10-18 page document solely focusing on your product or service ! • This is the core internal document that you keep. I suggest, do not show this to your competition ! • I also advise you to get your current employees to sign an agreement not to disclose it. Treat it as your operational manual ! • This document substantially fits your business purpose and your staff will no longer feel things are unprecedented
- 15. You now have a consistent plan You no longer need to fill in the blanks
- 16. We were introduced to it by… casedemchak : Award-Winning Copywriter and Consultant ! “Key Message Copy Pla/orms The Marketer’s Secret Weapon To Raising ROI – Guaranteed”
- 17. New campaigns? • Key Message Copy Platform (KMCP) is a springboard for other campaigns. The message is consistent and has a one voice fits all. ! • The staff does not lose track with the mission statement and creates productivity, efficiency, reputation, authenticity that gives your company and you peace of mind. ! • Your current and new employees will no longer start from scratch. You yourself can now be focusing on new ventures using the same system. ! • For Best results, you and your company, can do another KCMP for each product or service. ! You will save, spend and earn £10000s You will know what to do for your marketing plan ! • This is the KMCP… It is for you, your business, your staff, your brand and your future… !
- 18. The KMCP for us at B2B C Writing We have found this extremely successful to keep our message consistent, adequate, and clear Whether you are a B2B, B2C or a hybrid, this will be customised for you We can get straight to the companies voice and your point of view We will completely understand your message, your product and service… The great thing is,everyone in your corporation can understand them too This needs to be done by professionals Ideally, this needs to be done before any collateral ! Lets turn to the next page: Overview
- 19. Overview 9. Market research, facts, and figures 10. Your USP 11. Your ESP 12. Product Proposition 13. Testimonials 14. Product features and benefits 15. What will competitors say to knock your products 16. Marketing statements designed to overcome them 17. Recommended campaigns *bonus* 1. Product tagline 2. Mission statement 3. Vision statement 4. SWOT analysis 5. A description of your specific target market 6. The value provided by your product or service 7. Good description how your product works 8. 4Ps
- 20. 1. Product tagline If you want a more memorable tagline, this is a fantastic way to take the first step forward Customers will associate your slogan to your brand Do you already have a tagline? What is the meaning of this tagline? You must know your ethos You must know what your customers’ wants
- 21. 2. Mission statement Each person in life must have something to aspire to. This goes for products too. You need a mission statement for your product - and abide to it
- 22. 3. Vision statement This is your company’s purpose. What do you stand for? What do you want to achieve? What do you expect from your staff? What are your values?
- 23. 4. SWOT analysis ! This is your strengths, weaknesses, opportunities, and threats ! The strengths and weaknesses are the internal (micro) ! The opportunities and threats are the external (macro) ! A lot of times… You may miss the real threat. You may simply think, that company is your main competitor, however it could be another you may least expect. ! Also there would be opportunities you haven’t embraced because you haven’t listed all of your strengths. T 25% O 25% W 25% S 25%
- 24. 5. A description of your target market Is your target market the full target market? Who else could be using the product you are not aware off? Are there other members from the B2B company who uses it? What are the other possible departments? Are they men, women, or a mixture? What do they like?
- 25. 6. The value provided by your product or service ! Every product exist to meet a need, solve an issue, or fill in a want Where businesses goes wrong is when they think the product is so conspicuous that they fail to write it in their marketing material Don’t let this be you. Your job is to know what your product or service does. Your customers don’t How does their product make customers’ life easier? ! You need to state how your product makes their life easier. It doesn’t matter whether you are writing a B2B article or to a B2C lead, you are always typing to B2P. Think about your product or service. How does it add value? !
- 26. 7. Good description how your product works ! ! Consistency is key: If you have other marketing material such as, brochures, magazines, social media post, social media business profiles, website, direct mail, the message must be the same or reach the same clear goal ! If however, you have 5 different descriptions how your service or product operates, this creates confusion. Business people in particular are very busy, if you are not clear, they will not do business with you. We will create something clear for you to use throughout your campaign
- 27. 8. 4Ps Product: Is it a product or service? Is it tangible or intangible? Is the service B2B, B2C or a hybrid, do you have any literature of the product? Do you have a prototype or the real product I can base my research? ! Price: What is the current price? How much did it cost you to make it? Is it economical or high ranged? How much would you want to increase or decrease it to? ! Place: Where is the location of your business. Do you serve it on-line or off-line? Will there be another distributing channel? Do you cater locally, nationally, internationally? ! Promotion: Where will you be promoting it, are there any samples of ads, free gifts,additional services, what is the current marketing campaign? Did you do any previous campaigns? Do you need two separate brochures; one for the staff and the other for the consumer ?
- 28. 9. Market research, facts, and figures ! Here we can list all of the market stats, facts, charts and figures This will aid your cause for the product or service For example: Key statistics from any trials or test Satisfaction rate Focus groups findings Social Bookmarking Last year sales Qualitative or quantitative research findings if possible
- 29. 10. Your USP A USP is your benefit that needs to be ready to set you apart from your competition. The key here is to identify your USP, this can be built around the feature or benefit many of your key messages Have you created a game? We can use this section to concentrate on how it differentiates to others in the same category.
- 30. 11. Your ESP Here we will be summarising your ESP- This is all about customers’ satisfaction Below, will be a list of benefits your product or service does for your customer
- 31. 12. Product proposition Product propositioning circles around on creating a perception in the minds of your customers about what your product symbolises. Think of it as like a character’s origins story. The product or service is like a protagonist. It is the hero and so we must create a picture in the minds of your customers about what your product signifies. Here we will write how you want your target market to perceive your product. Then we will write using a tone that supports your style and objective What is your tone of voice? Is it caring, authoritative, informative or fun? Do you want your target audience to think your product or service as high value? Or is it a bargain product or service? Is it retro or an alternative to the top brand in the market?
- 32. 13. Testimonials Testimonials increases credibility, especially when they come from respected industry experts. When they make strong statements in favour of your product it will do more to persuade the thoughts of their associates. Than statements made by your business
- 33. 14. Product features and benefits Here we will create several selling statements about your product or service primary benefits. Now we will look at the previous sections that has been completed: The description of your target market The value provided by your product or service 4Ps USP ESP Product proposition ! Here we will construct statements encompassing these sections listed above
- 34. 15. What will competitors say to knock your products This is where I would need to do some digging from necessary sources, question members of staff and clients where I can get of weaknesses that needs improving Are there any weaknesses? Has there been any bad reviews? If your product is new, I will seek a similar product and service Fear not, there is always a solution
- 35. 16. Marketing statements design to overcome them ! Here will be the section that addresses potential objection to your product or service Listing possible prospect objections of your product and create strategic marketing statements designed to overcome them We will create, strong, dynamic compelling messages that succinctly speaks out hidden benefits within these perceived weaknesses There you have it.And you are welcome
- 36. 17. Recommended campaigns *bonus* There are many campaigns to choose from. Some works better for B2B. Some work better for B2C. Other times, we can combine them. Here are a few possible campaigns: Consumer focused Product focused Savings as the star Emotional approach Storytelling Audience engagement
- 37. What is happening now This is all about the present, the speed of implementation for the future It is paramount to stay focused and to know which products or services to focus on If your product turns out to be a wild card or a dog, we can take a look at where to go from there and sort it out where we can Only then, when you do create a new product. You will be ready
- 38. The process of KMCP 1. Questionnaire 2. Administration - upfront fee 3. Fee agreement of the rough estimate of KMCP pages 4. Pay 50% for the rough estimate of KMCP pages 5. Pay 50% for labour plus market research for the project 6. Product or service tagline - upfront fee, Hard cover - upfront fee 7. Request for literature, images and samples of product, service or brand 8. KMCP - structure, copywriting, labour, market research, interviewing, interview proposal 9. Additional information 10. Revision x 2 11. Pay the rest of the total amount, i.e., interview clients, pages, administration, labour and market research 12. FREE PDF 13. Hardcover included (not free)
- 39. The cost As this will be a very detailed document, fees including ... interviewing someone from your business; interviewing the clients’, the client’s agreement proposal; administration; the system’s structure of the document; researching; the B2B commercial writing, labour, and two rounds of revisions. The project can take up to 6 weeks Each client interview is an additional £150, including proposal New product or service tagline £300 Labour + craft +market research + for the project £6000 PDF is FREE It will cost £1000 per page 1 High quality hardcover £50 addition to the package Administration £400 These prices are subjected to change to more in the future
- 40. In the future To stand out from the crowd, I see your competitors will be using this in the near future It is up to you to make the change now… However if you are more than satisfied, doing what you currently do, trainees who are still unclear of your business goals, you are starting from scratch all of the time, than having a guaranteed system, then sadly, this tool may not be for you Dear Sir or Madam If the latter is the case…
- 41. We value our time We kindly request for you not to e-mail us requesting furthermore information about the KMCP, our time is limited as we will only be hand picking exclusive companies who are serious and is ready to go against the status quo. We respectfully decline offers from any of our beloved services to help you co-create this custom-made tool It is simply because: Time is our value and value is our time. Only serious companies needs to apply
- 42. The next step… Now as you are convinced we are a thought leading company, if you request help to take your business further, this is where you would find us www.b2bcommercialwriting.com. To get started with the KMCP now, e-mail us at info@b2bcommercialwriting.com for a fee agreement Thank you and turn your products into stars
- 43. 1. “Seek out what the market wants 2. Acquire it 3.Trade it for a silver spoon”. –Ramsay Knight Three rules to success