What message do you want to leave behind with your communication? Too many B2B companies try to leave too many messages. Some practical tips on takeaway messages.

1. Creating B2B
Takeaway messages
© 2010 Matizmo Ltd.

2. Introduction
A takeaway message is a message you want your audience to take
with them – be
this from your marketing literature,
from an event, from a meeting or an article.
© 2010 Matizmo Ltd.

3. Introduction
A takeaway message is a message you want your audience to take
with them – be
this from your marketing literature,
from an event, from a meeting or an article.
As marketers we are taught
the importance of messaging
early in our careers.
© 2010 Matizmo Ltd.

4. Introduction
A takeaway message is a message you want your audience to take
with them – be
this from your marketing literature,
from an event, from a meeting or an article.
As marketers we are taught We use marketing to ensure that
the importance of messaging the idea an audience is left with
early in our careers. is the one you want them to have.
© 2010 Matizmo Ltd.

5. Introduction
In theory, it sounds an easy enough concept.
However, when it comes to the practicalities of writing material
or presentations, how can we ensure that our good
practice
is not lost and that our audience takes with them
what we intend?
© 2010 Matizmo Ltd.

6. Kiss it
simple.
Don’t overload your audience
with unnecessary details.
© 2010 Matizmo Ltd.

7. Kiss it
simple.
Don’t overload your audience
with unnecessary details.
In marketing literature or articles, because of
their longer shelf time, you
can get away
with placing half a dozen messages
or so as long as they are relevant.
© 2010 Matizmo Ltd.

8. Kiss it
simple.
For a presentation or a conversation, you really only have the
chance for the audience to take one thing away.
Aside from how you made them feel – a great excuse to get
those rapport skills honed – a takeaway message is
your chance to get them coming back to you for more
information.
© 2010 Matizmo Ltd.

9. Kiss it
simple.
For a presentation or a conversation, you really only have the
chance for the audience to take one thing away.
Aside from how you made them feel – a great excuse to get
those rapport skills honed – a takeaway message is
your chance to get them coming back to you for more
information.
© 2010 Matizmo Ltd.

10. Kiss it
simple.
For a presentation or a conversation, you really only have the
chance for the audience to take one thing away.
Aside from how you made them feel – a great excuse to get
those rapport skills honed – a takeaway message is
your chance to get them coming back to you for more
information.
© 2010 Matizmo Ltd.

11. Make sure you repeat
your takeaway message.
Repetition of the message makes it familiar.
© 2010 Matizmo Ltd.

12. Make sure you repeat
your takeaway message.
Repetition of the message makes it familiar.
The more familiar it is
the more likely an
audience is to believe it.
© 2010 Matizmo Ltd.

13. Make sure you repeat
your takeaway message.
Repetition of the message makes it familiar.
The more familiar it is And if they
the more likely an believe it, they’ll
audience is to believe it. remember it.
© 2010 Matizmo Ltd.

14. “Sell the sizzle,
not the sausage”
The audience needs to know what your product or service
will do for them, rather than how it works.
• Will it save them time?
© 2010 Matizmo Ltd.

15. “Sell the sizzle,
not the sausage”
The audience needs to know what your product or service
will do for them, rather than how it works.
• Will it save them time?
• Will it make them more efficient?
© 2010 Matizmo Ltd.

16. “Sell the sizzle,
not the sausage”
The audience needs to know what your product or service
will do for them, rather than how it works.
• Will it save them time?
• Will it make them more efficient?
• Will it make them look good in front of their boss?
© 2010 Matizmo Ltd.

17. “Sell the sizzle,
not the sausage”
This is what you need to tell
them rather than where the
parts were sourced from, or
what the delivery timetable is.
© 2010 Matizmo Ltd.

18. “Sell the sizzle,
not the sausage”
This is what you need to tell Details such as these
them rather than where the
will come out further
parts were sourced from, or
what the delivery timetable is.
along the sales process.
© 2010 Matizmo Ltd.

19. “Sell the sizzle,
not the sausage”
This is what you need to tell Details such as these
them rather than where the
will come out further
parts were sourced from, or
what the delivery timetable is.
along the sales process.
If brought out too early they will clutter the messaging.
© 2010 Matizmo Ltd.

20. Representative.
Make sure your takeaway message is representative of who
you are as a company.
Resist the urge to
oversell your products or
your place in the market.
© 2010 Matizmo Ltd.

21. Representative.
Make sure your takeaway message is representative of who
you are as a company.
Resist the urge to Over promising and over
oversell your products or stretching yourself does not
your place in the market. build a healthy client base.
© 2010 Matizmo Ltd.

22. Representative.
Make sure your takeaway message is representative of who
you are as a company.
Resist the urge to Over promising and over
oversell your products or stretching yourself does not
your place in the market. build a healthy client base.
If anything it makes potential
clients check the facts all the more.
© 2010 Matizmo Ltd.

23. Representative.
Make sure your takeaway message is representative of who
you are as a company.
Resist the urge to Over promising and over
oversell your products or stretching yourself does not
your place in the market. build a healthy client base.
If anything it makes potential Honest is indeed the best policy.
clients check the facts all the more.
© 2010 Matizmo Ltd.

24. Make sure you repeat
your takeaway message.
Sorry, couldn’t help myself.
© 2010 Matizmo Ltd.

25. Make your takeaway
message unique.
USPs. Make sure you know and, more importantly, your sales
people know your unique selling points.
© 2010 Matizmo Ltd.

26. Make your takeaway
message unique.
USPs. Make sure you know and, more importantly, your sales
people know your unique selling points.
This is what sets you apart from
your competitors and, when selling
the benefits of your product or
service, is what allows you to match
your product to their needs.
© 2010 Matizmo Ltd.

27. Make your takeaway
message unique.
USPs. Make sure you know and, more importantly, your sales
people know your unique selling points.
This is what sets you apart from These are the core
your competitors and, when selling brand messages which
the benefits of your product or you will try to get across
service, is what allows you to match in the majority of your
your product to their needs. marketing activity.
© 2010 Matizmo Ltd.

28. Make your takeaway
message actionable.
What do your
audience need
to do next?
© 2010 Matizmo Ltd.

29. Make your takeaway
message actionable.
What do your Call you, email you, speak
audience need to you right now, think
to do next? about things for a bit?
© 2010 Matizmo Ltd.

30. Make your takeaway
message actionable.
What do your Call you, email you, speak
audience need to you right now, think
to do next? about things for a bit?
Every message should have a call to action.
© 2010 Matizmo Ltd.

31. Summary
What has been the takeaway
message in this article?
© 2010 Matizmo Ltd.

32. Summary
What has been the takeaway
message in this article?
Only a small one – for
you to consider what you
want your audience to take from your next
communication with them.
© 2010 Matizmo Ltd.

33. Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Gloucestershire
GL7 2PF