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Being "On Message" Equals Higher Sales


Guest articles > Being "On Message" Equals Higher Sales


by: Robert Deigh


Whether you have four or 40,000 employees, your team should be "on message." If your Web site says one thing about your organization, marketing materials say another and the sales team yet another, prospective customers will be confused. Confused prospects don't buy.

Uniform and consistent messages are powerful. They give your team an indispensible guide with language to create effective proposals, marketing and PR materials, presentations, Web site text, and other public communication. Your message document need not be complex -- 2-3 pages is standard. It should include four parts:

  1. The ID graph: This is a single paragraph that describes your organization. It should answer the question "What Can You Do For Me?" It is often used at the bottom of press releases under "About XYZCo."
  2. The Elevator Speech: Keep it to two floors. You should state specifically how you can help your elevator-mate's organization succeed (that's what they really want to know when they ask "So what do you do?)
  3. Must Say Messages: The five or six most important messages everyone in your organization should know by heart and use in ALL communication. When you do a pitch meeting, for example, you should weave them into your presentation. And, the only reason to do a media interview is to get your messages out to your audiences via the reporter.
  4. Main Messages: These comprise a couple of pages of detail about your organization/services/products/issue that everyone on your team can cut and paste into proposals, presentations, brochures, articles, letters, Op-Eds, factsheets, marketing and sales materials.


Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at He can be reached via email at, or by phone at 703-503-9321.

Contributor: Robert Deigh

Published here on: 21-Nov-11

Classification: Sales



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