business message

It’s easy to get stuck while developing good business messages because it’s not the easiest task.

Business messages can be created to introduce a brand new company, rebrand a business, or launch a new product, but it’s important to focus on the simplest way to avoid getting stuck on developing a message.

Most people these days, including consumers, are incredibly busy, and unless the business is one of the hottest brands at the moment, those buyers aren’t going to give much thought to the business itself, or its new products.

This means they won’t give much thought to the business message either. That’s why the most important thing a business message needs to focus on is making the consumers care, instead of thinking about which words are going to fit best.

The key in creating a strong business message is to ask who’s supposed to care about it. There are still going to be plenty of people that will care about the business message, such as the executive board and the CEO, as well as people that are already interested in the business.

However, most consumers likely won’t care about a business message unless that message makes them care. To do that, businesses should invoke a problem that consumers have, explain how the company’s products or services can help solve that problem, and detail how consumers will benefit from making a purchase.

All of those elements should be brought together in an elevator pitch of a couple of sentences at most, and which can be easily memorized.

Problem

Most marketers, marketing departments, and even PR professionals tend to shy away from negativity. However, for a company to exist in the first place, it has to be created in order to solve a problem.

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Many great brands and corporations are great because they’re able to address discrete problems that consumers have, and the best brands become a synonym for the problems that they solve.

That’s why in order to make consumers actually care about the message and the company’s products or services, a strong business message should begin with the idea of what problem the company is able to solve for its consumers.

Solution

The next step is to focus on the simplest and most concise terms that will explain to the consumers all of the ways that a company’s products or services can solve their problem.

Since most consumers start out not caring about a company’s messages, it’s essential to make the problem and solution elements as simple as possible in order to make it easy to understand for the consumers.

Instead of focusing on technical terms, jargon, and abstractions, using simple terms and sentences is better, to avoid confusing buyers.

Benefits

Finally, one of the reasons why companies should keep their messages short and concise is so they can also include the benefits that consumers will get by making a purchase from the business.

At the core, most consumers want to know what’s going to be in it for them when they make a purchase, and stating that outright is going to make consumers care a lot more, compared to simply hinting at the benefits.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.