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FIVE TESTS OF AN EFFECTIVE MESSAGEIn marketing communications what you say is as important as where and how often you say it -- the "what" being your central message or promise. So how do you come up with the right message? Well, the first and most important step is to know your customers. What benefit(s) do they derive from working with your company? What problems do you solve for them? Customer benefit is the driving force behind an effective company message. Once you've developed potential messages, here are five questions to ask of each of them. They’ll help you zero in on the promise or message that will get you the most mileage:1) Is it unique? Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack? 2) Is it meaningful? – This is where knowledge of the customer comes into play. Your uniqueness should be based on the real needs of the people who use your product or service. 3) Is it supportable? – Can you keep the promise you're making? For example, if your company message centers on “superior service,” do you have what it takes to make good on this promise? Are you committed to staying ahead of the competition? 4) Is it sustainable? – Establishing your unique position doesn’t happen overnight. The message you choose should be based on a long term, reality-based view of what you can deliver. 5) Is it concrete and easy to understand? – If you ask your audience to think too hard, they probably won't! Simple, straight-forward messages work best.
The Hidden Price of Being Healthy What I am also going to point out is the not-so-obvious cost of not being healthy. But, as you know, nothing in life is free. If there is a benefit, there is a cost. What most people do not see is the cost, the price you have to pay for the benefits you are getting. There are also tons and tons of hidden costs that most people never see. I will list some of the biggest ones. This is the price y. . .
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