{"id":6687,"date":"2020-03-06T07:05:38","date_gmt":"2020-03-06T05:05:38","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=6687"},"modified":"2022-09-05T19:24:27","modified_gmt":"2022-09-05T17:24:27","slug":"how-to-discover-your-core-marketing-message","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-discover-your-core-marketing-message\/","title":{"rendered":"How to discover your core marketing message"},"content":{"rendered":"
\"DSM<\/div><\/div>

Christine Kane, the famous songwriter turned professional business coach, emphasises that core marketing messages aren\u2019t a brand\u2019s mission statement or company culture: \u201cThey are the basis of your marketing, of everything you communicate.\u201d These are messages that speak to the very purpose of your marketing. To find your core marketing message, questions need to be asked pertaining to the WHY behind your marketing. Is there a purpose to what you do? Are you able to solve people\u2019s problems? This article looks at the essential parts of a marketing<\/a> message, and how to identify your<\/em> core marketing message:<\/p>\n

Components of an excellent marketing message<\/strong><\/h2>\n

Geoffrey James, the contributing editor of Inc.com<\/em>, believes that there are components to every good core marketing message. Some of these are:<\/p>\n

Get to the point<\/strong><\/h2>\n

Weak core marketing messages are long, information-stuffed sentences that try and use the fanciest words possible. Strong ones keep it short and sweet, immediately expressing what is important.<\/p>\n

A: \u201cWith Diabetes on the rise, we take pride in offering a sugar-free doughnut alternative.\u201d<\/p>\n

B: \u201cWe give diabetics the chance to enjoy doughnuts.\u201d<\/p>\n

Be original<\/strong><\/h2>\n

Weak messages sound like they\u2019re straight from an afternoon television infomercial. Strong core marketing messages<\/a> say something new in a different way.<\/p>\n

A: \u201cOur award-winning memory foam mattresses support your spine completely, leaving you feeling great in the morning.\u201d<\/p>\n

B: \u201cRest your weary bones on an award-winning mattress.\u201d<\/p>\n

Use familiar language<\/strong><\/h2>\n

Weak marketing messages try to be too formal, hoping that Joe Soap will think the brand fancy and do business with them. The strong core messages speak to the individual, in a language you\u2019d use in conversation.<\/p>\n

A: \u201cWe hope to reverse low literacy levels throughout the African continent.\u201d<\/p>\n

B: \u201cHelping people read more in Africa.\u201d<\/p>\n<\/div><\/div>