A presentation at PodCamp Toronto about the importance of core messaging, and the key issues to consider.

1. WHY CORE MESSAGING MATTERS…AND HOW TO DO IT

3. Say What?

4. I offer _________________________________________________to (your offer) ______________________________________________to help them (client/customer) ___________________________and_________________________. (benefit) (benefit) I’m different from my competition because_____________________.

5. What is Core Messaging?

6. What is Core Messaging? It’s what you sell or your expertise

7. What is Core Messaging? It’s what you sell or your expertise What’s in it for me?

8. What is Core Messaging? It’s what you sell or your expertise What’s in it for me? Why I should care?

9. The Core Messaging Pyramid

10. Why is it Important?

11. What Happens Without It?

12. It’s the Foundation

13. Competitive Positioning

18. How to Find Core Messaging

19. Who Are You?

20. Who Are You? What Do You Do?

21. Who Are You? What Do You Do? What Problem Do You Solve?

22. Who Are You? What Do You Do? What Problems Do You Solve? Why not the competition?

23. A Blank Slate

24. Brainstorm

25. Don’t Be Afraid to Ask….

26. Embrace the Competition

27. Stop, Don’t Do It!

28. Stop, Don’t Do It! - Talk About You

29. Stop, Don’t Do It! - Talk About You - Focus on the Features

32. At Wave Accounting, our mission is helping you — the small business owner — be more successful. How? By letting you do your thing. You already have enough to look after, so accounting should never waste your valuable time. Wave slashes out the time-wasting parts of bookkeeping and accounting. No more manual entry. No more confusing, time-sucking steps. By using smarter tools and game-changing technology, we’re reinventing the way small businesses stay on top of their financial information. The result: No more sleepless nights worrying about the accounting you’ve been avoiding.

33. The “Mom Test”

35. What’s the Core Messaging? Why are the benefits? Why would I care?

36. ACE Bakery is committed to supplying our customers and consumers with the highest quality bakery products using time-honoured European traditions and the finest ingredients, valuing and respecting the contributions of our employees, and supporting the community through our donations to local charitable organizations.

38. I offer _________________________________________________to (your offer) ______________________________________________to help them (client/customer) ___________________________and_________________________. (benefit) (benefit) I’m different from my competition because_____________________.