First, Some Big News

If you’re a coach, speaker or author who has been reading my blog for a while …or if you’re a new subscriber …you’re in the right place to learn about effective message development. And, I actually received some confirmation on this. 

In its review of 109 content marketing blogs to watch in 2018, has named this blog one of the top copywriting blogs to keep an eye on. This is very cool, and it motivates me to keep rockin’.

Your Message Development Gotta-Have Tool

The first time I “saw” the Internet back in the early 90’s, it was just a DOS prompt on a green computer screen. “What’s the big deal about this?” I thought.

My first view of the Internet coincided with the start of my 20+ year copywriting career. The web has changed a LOT since I first got a glimpse of it in the cubical of an IT friend.

On one hand, writing marketing copy has changed along with it. But on the other hand, it hasn’t changed much at all. 

Even before DOS prompts and dial ups, strong message development was crucial to your marketing success. Today, it’s more important than ever.

Here’s Why

Your core message development is the foundation of your book or online program’s identity. This identity is shaped by the voice, imagery, and style you create with your words.

And, these words must be moving and dynamic. They have to paint pictures, tell stories, stir emotions …and motivate people to buy. To do this, your core messages must be consistent across all your marketing channels.

This has never been truer than today when marketing messages are streaming at your target at light speed.

It’s a Simple Fact

When your target audience is presented with inconsistent or muddled marketing messages, they instinctively say “no,” and leave you behind. Think about it. Isn’t that what you do?

However, creating consistent marketing statements throughout your promotional campaigns isn’t easy.  Especially when you’re under pressure to produce a landing page by the end of the day, and an eblast sequence by the end of the week—not to mention a video script that is already past due.

Does this “no-time-to-think, race-against-time” situation sound familiar?

Well, I have a secret tool that will assure your book and program marketing materials have consistent and strategically sound marketing messages.

The solution is a comprehensive Core Message Platform™ that includes a series of convincing selling statements about your book or program.

Your Secret Weapon Defined

To put it in concise terms …a Core Message Platform™ is a comprehensive document (usually 15 to 20 pages) that includes engaging and persuasive marketing messages about your book or program.

When finished, it serves as your master messaging document, containing all the benefit-driven promotional messages for a wide range of marketing materials.

Creating and working from a Core Message Platform™ assures you have consistent messages for your books and programs across your print and digital marketing channels. This is critical because …

Repetition of Message Builds the Reputation of Your Book or Program

I’ve written dozens of Core Message Platforms, and no two have been organized the same. However, the “typical” platform I create for a book or online program includes promotional copy for these marketing materials:

  • Slogans
  • 30-second pitch copy
  • Book back cover copy
  • Amazon descriptions
  • Website home page
  • Website sales landing pages
  • Website about the author/coach page
  • Website media contact page
  • Media interview speaking points
  • Email launch sequences
  • Postcard copy
  • Sales sheet copy
  • Press releases
  • Endorsement quotes
  • Social media blurbs/tweets

As we move through the year, I’ll provide you with detailed instruction (along with examples) on how to write all of this marketing content …and more.

Bundle all these marketing materials together in a 15- to 20-page document, and you have a Core Message Platform™ for your book or online program.

Be Flexible – Get Creative

You have complete flexibility when organizing a Core Message Platform™. The sections listed above can be mixed and matched, or added and subtracted to meet your specific needs.

If you’ve written a book and/or created an online product, you have a creative mind. So, be creative in how you shape and organize YOUR Core Message Platform™.

When you include copy for the marketing pieces I’ve outlined above in your Platform, you’ll have a robust collection of promotional copy that makes you feel inspired and confident about marketing your books and products.

The Bottom Line Is This

Building and developing a complete Core Message Platform™ is a much more effective strategy than writing your marketing materials one at a time on a “make-it-up-as-you-go” basis.

Imagine the power you will have at your fingertips when you develop a thorough Core Message Platform™ for each book you write, and every online product you produce.

Suddenly, developing consistent benefit statements throughout your marketing campaign will be a much more efficient process.

This greatly increases the chances of making a big-time impact on your target market. Having a Core Message Platform™ really is what you need to:

  • Develop strong, consistent benefit statements
  • Create a memorable, positive image for your book
  • Touch your target audience on an emotional level
  • Increase the selling power of your marketing materials
  • Raise your market awareness to its highest level

So why not put this powerful tool to work for you?


Will this post help you develop stronger messaging for your business in 2018? Please leave a comment and let me know! If you need more information, just shoot me an e-mail.

If you got a knowledge boost from this post I encourage you to share it with your crowd!

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