Here’s an example of how two bankruptcy law practices’ key messages reflect different business models. Key messages will resonate with certain audiences and be dissonant with others. Use the messages that resonate with YOUR audiences and don’t muddy the waters trying to be all things to everyone.
Decide which audience you want for your business and craft key messages that resonate with them. In another post I’ll differentiate between slogans and key messages.
What is resonance?
To resonate means “to be understood or receive a sympathetic response.” Here’s a video demonstration of resonance using salt on a plate that’s wired to an amplifier. As the sound waves change, the grains arrange themselves into different patterns that resonate with the sound waves. The grains find the sound wave irresistible, which is what your key messages should be for clients and prospects.
What constitutes buying differs from company to company, but whether it means picking up the phone, hitting the “subscribe” button or authorizing a purchase order, you need to produce media with the key messages that resonate with your audience’s ”buy now” instinct.
Examples of key messages
People always resonate with message they perceive to be in their best interests. This is why marketers use language that resonates with insecurities like fear, shame, and guilt or aspirations like fame, fortune and ease.
Here are some examples of key messages:
- It’s too difficult to figure out on your own; hire an expert
- Get a second opinion from us
- Cheap is too expensive
- Call us before you make a decision
- Don’t make the same mistake
- Don’t hesitate
- If you hate it we’ll refund your money
- Complex problems require innovative solutions from experienced professionals like us
- It’s too risky to take this on yourself; hire us to do it right
- Your time is better spent elsewhere; we’ll take this over for you
- You deserve the best
Quick! What two key messages do people associate with your firm/business/practice? If you don’t know, let’s figure out what those messages should be and start publishing them.