Core Message Development
Everything You Need to Know
Core Message Platforms:
The Secret to Creating Marketing Messages That Sell
More Medical and Healthcare Products and Services
I gotta start by dropping this truth bomb.
Whether you’re writing B2B or B2C…
If you hit your audience with inconsistent or muddled sales messages, they’ll instantly tune you out.
One second you’re in their head… the next you’re forgotten.
That’s just the way it is.
Now, is weaving strong, consistent messaging throughout your marketing campaigns easy?
Nope. It’s a challenge.
Especially when you’re under the gun to crank out a sales page today, an email sequence tomorrow, and a battle card and brochure you needed two days ago.
How do you avoid this fire drill?
I’ve got a practical solution that keeps your brand messaging clear and consistent in voice, style, and substance.
It’s called a Core Message Platform™.
What Exactly is a Core Message Platform?
It’s a comprehensive document (usually 15 to 20 pages) that includes a series of transformation-driven messages about your healthcare products and services.
Its purpose is to serve as your overall “master messaging playbook.”
And here’s what’s really cool.
Working from a Core Message Platform™ assures you’ll have strong, uniformed marketing messages throughout all your sales content.
This is critical because…
Repetition of Your Message Builds the Reputation of Your Brand!
Tap Into My 30+ Years of Expertise
During my 30-year career I’ve written B2B and B2C Core Message Platform™ documents for numerous:
- Medical device companies
- Health and wellness organizations
- Physician entrepreneurs and consultants
- Self-development professionals
I’m certain I can leverage my extensive experience to develop a comprehensive Core Message Platform™ for you, too. During my career I’ve crafted transformation-driven marketing content for medical and healthcare specialties that include:
- Breast augmentation and reconstruction
- Erectile dysfunction treatments
- Prostate cancer treatment products
- Intraocular lenses for cataract surgery
- Ultrasonic-assisted fat removal systems
- Human dermis products and sling procedures
- Pelvic floor reconstruction
- Renal products and dialysis systems
- Pain management treatments and solutions
- Facial fillers and skincare treatments
- And others
In addition, I’m a guy who has to deal with men’s health issues.
I’m part of the “longevity” market you’re targeting, and I talk with other folks about this stuff.
So I know how to communicate with this crowd!
Your Custom Solution
Every Core Message Platform™ I’ve created is unique, and no two are organized exactly the same. So I can scale and customize one to meet your specific needs.
However, the platforms I’ve created typically include these sections:
Product or Service
- Product tagline ideas
- Customer avatar (ideal client) description
- Description of the VOICE that will characterize your marketing messages
- Empowering belief statement that unifies you with your audience
- Product positioning statement (how you want to be perceived in your market)
- Message that details the transformation your product provides
- Unique Selling Proposition message
- Marketing messages that support your product’s secondary benefits
- Core message benefit statements that overcome anticipated objections
Picture detailed sales copy for all these sections bundled into a 15- to 20-page document, and you have a rock-solid Core Message Platform™.
Again, I can add or subtract sections and generate a custom platform that’s just right for you.
In addition, I have extensive experience writing within legal and regulatory (FDA) guidelines.
(I’ve got lots of samples I can show you!)
An Excess of Great Content
A Core Message Platform™ gives you an excess of great content you can draw from to create sales tools, like…
- Email templates
- Email launch sequences
- Web pages and landing pages
- Sales sheets and speaking points
- Call scripts and sales decks
- Lead magnets and sales proposals
- Case studies and patient education
(All of which I can write for you!)
Working from a Core Message Platform™ also assures your messaging will be in alignment with other marketing materials in your campaign.
Think about it…
If you write sales materials one at a time on a “make-it-up-as-you-go basis,” you’ll tend to write them over a period of weeks or months.
Do this, and your marketing messages will morph and wobble around as you go.
The result? Inconsistent voice, style, and substance.
This is like stepping in marketing quicksand.
Instead, you want your sales messaging to be consistent, believable, and transformation focused.
Layer in a conversational tone… and you stop blending in and start breaking through.
Developing a Core Message Platform™ gives you this advantage.
A Distinct and Memorable VOICE
Creating a thorough Core Message Platform™ is the perfect way to develop a distinct voice and personality for your marketing copy.
This is critical in today’s world of robo-generated content where everyone sounds the same. For example, your voice may be:
- Fun and informal
- Soft and nurturing
- Direct and to the point
- Authoritative and strong
- Bold and optimistic
- Academic and intelligent
- Elegant and refined
Maybe best of all…
When you have 15 to 20 pages of attention-getting sales messages, you’re going to feel much more confident about promoting your prsoducts and services!
A Core Message Platform™ really is the tool you need to:
- Build strong and effective sales messages
- Craft a powerful, positive image for your brand
- Hit your target audience with consistent messaging that pings their emotions
- Increase the revenue-generating power of your marketing content
- Attract loyal fans and a dedicated following
My Process
I have a straightforward three-step process I’ve used to write dozens of Core Message Platform™ documents.
STEP 1
I’ll collect and review background information about your product, program, or service. Things like:
- Previous marketing materials
- R&D materials and trade journal articles
- Speeches and PowerPoint presentations
- Competitive websites
STEP 2
Next, I’ll interview you on Zoom to fill in the gaps in my research and get additional insights from you. In some cases, we may need a couple interviews.
- Typical interview is 45 to 60 minutes
STEP 3
I’ll roll up my sleeves and develop your Core Message Platform™ and make revisions per your input. During this step I will…
- Deliver a first draft of your Core Message Platform™
- Provide a second draft after I’ve received your requests for edits
- Create a final, polished draft that incorporates all your final changes
Timing
I can deliver a first draft of your Core Message Platform™ within 10 business days of our final project interview.
From start (research) to finish (final draft), the entire process typically takes four weeks.
BY THE WAY… I will create your Core Message Platform™ in a Google document, so you can review my work as I go. This speeds up our review process.
And again, I’m always happy to scale your Platform to meet your specific needs.
In a Nutshell . . .
Every Core Message Platform I write includes the following standard services:
- A FREE 20-minute consultation call to chat and see if we’re a good fit
- Review the background materials you provide me
- Conduct a 45- to 60-minute interview with you to round out my research
- Write a first draft of your Core Message Platform™
- Deliver a second draft after I’ve received your requests for edits/changes
- Provide a final, polished draft that incorporates all your final requests
- Consult with you to discuss additional services, such as crafting specific marketing content based on the final version of your Core Message Platform™
Billing
I make it simple by billing in two installments.
- One invoice for 50% of my estimated fee is billed and due at the beginning of the project.
- A second invoice for the project balance is billed when your Core Message Platform™ is completed to your satisfaction. (Net 15 days)
Schedule Your FREE 20-Minute Consultation
We’ll get to know each other, and I’ll tell you more about how I can develop a Core Message Platform™ for your medical device or healthcare program, or service.
Want to see samples of complete Core Message Platforms? Just let me know. I have a bunch of them.
World-class copywriter
“Casey Demchak is world-class copywriter who has helped numerous Hasmark authors achieve international bestseller status with his persuasive sales writing expertise. If you’re an author, speaker, or a coach with a book or information product to market – you should contact Casey right now!”
You made this whole process do doable
“Thanks so much Casey! Bless you, Bless You, BLESS YOU! You made this whole process so doable. Thanks for staying engaged and delivering beyond my expectations!”
Casey played a HUGE role in my book becoming an international bestseller
“The Core Message Platform Casey developed for my book, Journaling Power, played a HUGE role in it becoming an international bestseller. If you need moving, persuasive sales messages written for your books and information products, Casey Demchak should be the first name you think of! #WriteON!”
My sales copy looks amazing
“Casey, my sales copy looks amazing – I feel inspired as I read it, and drawn into what’s next. I feel excited and encouraged. You did a fabulous job capturing my tone! I am totally happy with it as it is. You rock!”
You are EXCELLENT at your profession
“Casey-WOW!! This sales page for my book is absolutely incredible! If this does not get someone to purchase my book, then I do not know what will. Thank you so much. You are EXCELLENT at your profession!!!”
I highly suggest working with Casey
“Working with Casey allowed me to clearly express the value in my book, and to create a compelling message for my perfect readers. I have received so many compliments on the back cover! If you’re thinking about publishing a book or want to sell more books, I highly suggest working with Casey so you can make a great impact and bring consistent revenue with your book.”
Casey is one of the most impressive people I have ever met
“Casey is one of the most impressive people I have ever met. He is a brilliant copywriter that is more than capable of producing high-end results on any copy job from website, to video, to keynote speeches and more. More than that even, he is one of the most aware, heart-centered, kind, conscious, giving people I’ve ever met.”
Kim Guley
“Casey, I am so pleased with your sales copy I could almost shed some tears!! This is wonderful and you nailed it. THANK YOU!”
Sharp, concise and on target
“Casey wrote sales messages for my book that are sharp, concise and on target. After pouring my heart into my book, it was very helpful having his fresh perspective and sales writing expertise just a phone call away.”
You are so talented!
“I just wanted to reach out and commend you for a fabulous job. You are so talented! The copy is marvelous! I am also incredibly appreciative that you worked so hard to meet our deadline as promised.”
Karina Poirier
“Casey, I truly enjoyed reviewing the Core Message Platform you created for me. OUTSTANDING WORK!”