Positioning And Messaging May 2009
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Who Are You? No, Really…Positioning and Messaging for
Greater InfluenceFor The Non Profit Sector
Suzanne E. HenryFour Leaf Public Relations LLC
May 2009
Clarity. Creativity. Connection. Care.
What We’ll Cover Today Importance of proactive positioning and messaging
Getting Ready Questions to ask Intelligence to gather Messages to determine
Message Development Recipe for success Exercises Outcomes
Implementation
Who Are You?
If you are not communicating who you are, Either someone else will
(and, they will likely be wrong)Or
Indifference sets in(which is hard to shake)
• Increasing competition
• Falling value proposition(s)
• Invisibility
• Negative member or customer feedback
Challenges Addressed by Proactive Messaging
• Staff disconnections/lack of communication
• Diminishing participation, memberships or sales
• Other falling statistics
• “Gut” feeling of being off the mark
• Why am I thinking about my message or my story?
• What do I want my audience to do?
• How much do I know about my audience?
First Questions to Answer
Messaging Process Internal Look
Current message audit Self perception analysis
External Look Competitive message analysis Target audience research
Message Development (message summits) Target audience description Concept pyramid Good word, bad word list Positioning statement Elevator pitch/60 second story Tag line Power bites Take-away statements Corporate boilerplate Value messages
Parking Lot
Testing and Refreshing
Messaging Process Internal Look
Current message audit Self perception analysis
External Look Competitive message analysis Target audience research
Message Development (message summits) Target audience description Concept pyramid Good word, bad word list Positioning statement Elevator pitch/ 60 second story Tag line Power bites Take-away statements Corporate boilerplate Value messages
Parking Lot
Testing and Refreshing
Internal Look Current message audit
Web site Printed materials, i.e. brochures, annual reports PowerPoint presentations Press coverage E-mail messages More…
Self perception analysis Staff Board members Committee chairs Key partners, investors, and other stakeholders
External Look
Competitive message analysis Who or what can people choose over you?
Other nonprofits Other organizations in your interest area Other factors: state of the economy, inertia, personal/family
commitments, other
Target audience research Market research
Messaging Process Internal Look
Current message audit Self perception analysis
External Look Competitive message analysis Target audience research
Message Development (message summits) Target audience description Concept pyramid Good word, bad word list Positioning statement Elevator pitch/60 second story Tag line Power bites Take-away statements Corporate boilerplate Value messages
Parking Lot
Testing and Refreshing
Concept PyramidWho are you?
CONCEPT
What do you do?
CONCEPT
How do you do it?
CONCEPTWhy do you do
this?CONCEPT
Why would someone get involved with you?CONCEPT
Why else would someone get involved?CONCEPT
Concept Pyramid: NewEnergyFocus, Inc.
Who are you?A non-profit org committed to encouraging tomorrow’s engineers to find
alternative energy solutions
What do you do?We hook up universities and colleges with experts and current alternative
energy engineers (as visiting professors) and provide curriculum on alternative energy topics
How do you do it?We identify, fund and place these current experts– for 2 week stints – at a university or
college; we also help them develop the curriculum to deliver their expertise to the students
Why do you do this? We believe educational institutions can impact and accelerate our ability to develop
alternative energy technology; we also believe our program helps produce more scientists and engineers due to the “hot” nature of this topic
Why would someone get involved with you?The “visiting professors” get attention for their companies and expertise; the investors get
attention for funding an “action-oriented” program around our energy dilemma
Why else would someone get involved?Its “future” orientation is naturally appealing; alternative energy topics are “hot”; the early
players will gain fame
Good Word – Bad Word List
Good Words
Avoid overused words, such as “professional” and “excellent”
Choose strong words, such as “formidable” and “catalyst”
Bad Words
Identify jargon, such as “solutions”
Identify words someone might use, but you would rather they did not
Putting Pen to Paper
After you have assessed your landscape (research)
- and –
After you have identified your focus (exercises)
What is a Powerful Message or Story?
Key Characteristics of a Powerful Message
Compelling
Truthful/Appropriate
Differentiating
Effectiveness
• Clear• Concise• Candy bite-sized• Consistent
What is a Message that Works?
A mix of authenticity and eloquence
about something that is relevant to your audience
and which sets you apart from the competition
And, it’s clear
“The truth is more important than the facts."
- Frank Lloyd Wright
Compelling, Truthful, DifferentiatingIn Action
Good
CVG is the business organization created by entrepreneurs, for entrepreneurs
Not So Good
CVG is a membership group created to address the need for educating and promoting the Charlottesville entrepreneurial community
Key Messages Internal Look
Current message audit Self perception analysis
External Look Competitive message analysis Target audience research
Message Development (message summits) Target audience description Concept pyramid Good word, bad word list Positioning statement Elevator pitch/ 60 second story Tag line Power bites Take-away statements Corporate boilerplate Value messages
Parking Lot
Testing and Refreshing
Yet Another Key Characteristic of a Powerful Message or Story
NOUNS
Positioning Statement
Elevator Pitch
Positioning Statement
• Describes who you are Does not necessarily describe what you do
• Describes who you are in relationship to everything else Refers to the competition without actually addressing it
Answer These Questions Who do you serve?
Who are these people? What is happening to them that makes you an answered prayer?
How are you unique? Really…
Who says? What feedback have you received to date (from your target audience)? How can you prove your claims?
Where do you want to be? What are you trying to make happen?
Where are you currently? What are you actually making happen?
Positioning Statements
Charlottesville Venture Group: A business organization that was created by entrepreneurs, for entrepreneurs
• Ipsos: is the largest market research firm in the world, owned and operated by market research professionals
• The Greenscape Business Alliance: advocates the value of properly managed turf and landscapes for our communities
• The Southern Environmental Law Center: is the largest, non profit environmental advocacy organization dedicated solely to preserving and protecting the Southeast
Positioning Statement
Who do you serve?
How are you unique?
Who says?
Where do you want to be?
Where are you currently?
Elevator Pitch/60 Second Story
A 60 second, verbal answer to: Who are you and what do you do?
Successful Pitch
• Creates curiosity– Causes your listener to question, to want to
learn more
• Provides direction: – Gives enough information that your listeners
walk away with the right idea about you
Elements of the Pitch
1. Tag Line
2. Challenge (facing your target audience)
3. Unique Opportunity (for you)
4. What You Do
5. Benefit(s) (you bring)
6. Call to Action
The Pitch
Elements:1. Tag Line2. Challenge (facing your target audience) 3. Unique Opportunity (for you)4. What You Do5. Benefit(s) (you bring)6. Call to Action
Tag Line Shows your energy Addresses the “heart” of the organization
Nike: Just do it
EarthJustice: Because the Earth Needs a Good Lawyer
VPTC: Technology Advancing Our Community
Equipment Leasing and Finance Foundation: Your Eye on the Future
The Pitch
Elements:1. Tag Line2. Challenge (facing your target audience) 3. Unique Opportunity (for you)4. What You Do5. Benefit(s) (you bring)6. Call to Action
Challenge
• What is your audience facing?
• What is keeping them up at night?
The Pitch
Elements:1. Tag Line2. Challenge (facing your target audience) 3. Unique Opportunity (for you)4. What You Do5. Benefit(s) (you bring)6. Call to Action
Unique Opportunity
• Emerging trends• Challenges your audience faces (that you help solve)• New developments within your organization (that
your audience would respond to)
What is happening in the world that would have someone say,
Wow, I am so glad you are here!
The Pitch
Elements:1. Tag Line2. Challenge (facing your target audience) 3. Unique Opportunity (for you)4. What You Do5. Benefit(s) (you bring)6. Call to Action
What You Do
• Basic description – We make widgets
The Pitch
Elements:1. Tag Line2. Challenge (facing your target audience) 3. Unique Opportunity (for you)4. What You Do5. Benefit(s) (you bring)6. Call to Action
Benefits
• What is your magic wand? – We make widgets that never fail
What do you do that helps your audience overcome their challenges?
What do you do that helps your audience avail themselves of opportunities?
Call To Action
• End with a question– Who handles your XYZ?
• End with a direction – Visit our Web site
The Foundation’s PitchThe Foundation is a nonprofit organization with an eye on the leasing industry’s
future. Thanks to donors, we are able to produce research and publications that give an in-depth, independent look at various industry topics, like the Industry Future Council Report and the State of the Industry Report.
Many people think we are part of the Equipment Leasing Association, but in fact we are separate, and we are the only organization 100 percent dedicated to future-focused research to help you with business and strategic planning.
Corporate donors of $2,500 or more receive five, free, early-release reports a year. Others will need to pay $200 for Foundation reports.
Have you ever donated to the Foundation? (Or, insert other call to action.)
Tag Line: Your Eye on the Future
The coalition is a national group of organizations whose members are in the business of providing and maintaining greenscapes. We communicate the value of properly managing lawns and landscapes based on years of practical experience and hard scientific research.
Greenscapes have significant economic and environmental benefits –cleans the air,
cools the cities , traps run-off, filters rainwater, pulls down dust, absorbs carbon (CO2) and generates oxygen…But, only if done right.
We, essentially, are dispelling the notion that “brown” is the new “green.” We have reliable information on how to responsibly manage these green investments, and why...
Would you like to see some of this data?
The Greenscape Business Alliance’s Pitch
The Pitch
• Burning Problem – What is your audience facing?
• Unique Opportunity – What is happening in the world where you are the answered prayer (or at least a good answer)?
• What You Do – What do you actually provide?
• Benefit(s) – Why should someone choose you over another choice?
• Call to Action – What do you want them to do?
Key Messages Internal Look
Current message audit Self perception analysis
External Look Competitive message analysis Target audience research
Message Development (message summits) Target audience description Concept pyramid Good word, bad word list Positioning statement Elevator pitch/60 second story Tag line Power bites Take-away statements Corporate boilerplate Value messages
Parking Lot
Testing and Refreshing
Power Bites
• These messages constitute the large story • Three step process:– List the 10 questions you know you’ll be asked– Develop 1-2 sentence answers that follow the CTD
formula, if possible– Include proof points under each power bite
Take Away Statements
• What are the three things you want to leave people with?
• Must give these 3 messages at least 3 times in a longer conversation
Organizational Boilerplate
• One, factual paragraph: the who, what, when, where, why, and location of your business
• Not your mission statement• Not your positioning statement• NOT your elevator pitch
Value Messages
• What three values you would you never compromise?
Tag Line
Who are you? Really…
Outcome: Control
Faster and more effective action by members or clients
Conviction and clarity for and from team members Viral effect, repeatability Stronger marketing efforts, overall Enhanced reputation and image Buzz
Next Steps in Messaging
• Use it all the time
• Get buy-in from the folks that matter
• Reinforce internally and externally
• Update all collateral
• Keep current and keep revising
• Become an evangelist!
How Do We Use Messaging?
• Web site, corporate collateral and giveaways and marketing materials
• Press materials
• Letterhead and stationery
• Speeches and presentations
How Else?• Media interviews• Message at a glance document for staff• Networking and social gatherings• Interviewing prospective employees• PowerPoint templates• Receptionist greeting• Sales calls• Business cards• E-mail message signature• Voicemail messages
Contact Us
Suzanne E. HenryPresident, Four Leaf Public Relations LLC434-972-7278Suzanne@FourLeafPR.com
www.FourLeafPR.com
Clarity. Creativity. Connection. Care.
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