You always know what your company is busy by. What it makes, how it works, what is its business model, and you see your product in night dreams. Next step - we have a mission. Maybe we even have created the Big Brand Idea. So we've got the brand, the price, the audience and the information field that lead us to our customers.
But there are already thousands of the other brands. Other companies, other facts, other offers. And nobody notices your news.
Or there maybe another version - you've got the customer, you told him your news, he nodded and went away. And bought another product or took another service. Sad.
What was wrong in two this cases? You chose wrong words to deliver your message. In fact, there are always something that your product/company wants to say to be sold. And there are always a few words that your customer wants to hear to buy. Something like a spell ;)
And the worst thing you can say here is 'BUY!' or 'buy NOW'. It would be great if you were so kind to explain 1) why to buy, 2) why me and 3) why now.
Actually if you have already targeted your audience, you have no problem with p.2. And p. 3 is always connected with some actions, sales and other marketing activities. As PR-specialist you are to give short and full answer for the basic №1 - why to buy.
Here we need those communication theses that we are talking about. For instance;
Your company produces beer. It's good, tasty, high-qualified beer, and you are to sell a little more of it this year. The locomotive message is 'our beer is the best because it is high-qualified'. But you can not draw this on the label - everybody knows that it is your label, so you can write anything on it. In this situation you need somebody to say something that will prove the thesis about your quality. That may be a journalist or an expert. Or others, but numerous. So it's necessary to tell all of them several different words - theses. And the sum of that words, gathered in an article, will make a puzzle named 'your locomotive message' - the high quality of your beer.
And the high PR-quality of your work will be the fact that 3-4 months later your expert, your customer and your journalists will tell you why they are sure your beer is the best.
Why do I know this? Because my beer client has 30% of market and still grows...
But there are already thousands of the other brands. Other companies, other facts, other offers. And nobody notices your news.
Or there maybe another version - you've got the customer, you told him your news, he nodded and went away. And bought another product or took another service. Sad.
What was wrong in two this cases? You chose wrong words to deliver your message. In fact, there are always something that your product/company wants to say to be sold. And there are always a few words that your customer wants to hear to buy. Something like a spell ;)
And the worst thing you can say here is 'BUY!' or 'buy NOW'. It would be great if you were so kind to explain 1) why to buy, 2) why me and 3) why now.
Actually if you have already targeted your audience, you have no problem with p.2. And p. 3 is always connected with some actions, sales and other marketing activities. As PR-specialist you are to give short and full answer for the basic №1 - why to buy.
Here we need those communication theses that we are talking about. For instance;
Your company produces beer. It's good, tasty, high-qualified beer, and you are to sell a little more of it this year. The locomotive message is 'our beer is the best because it is high-qualified'. But you can not draw this on the label - everybody knows that it is your label, so you can write anything on it. In this situation you need somebody to say something that will prove the thesis about your quality. That may be a journalist or an expert. Or others, but numerous. So it's necessary to tell all of them several different words - theses. And the sum of that words, gathered in an article, will make a puzzle named 'your locomotive message' - the high quality of your beer.
And the high PR-quality of your work will be the fact that 3-4 months later your expert, your customer and your journalists will tell you why they are sure your beer is the best.
Why do I know this? Because my beer client has 30% of market and still grows...
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