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Tell Your Story -- Creating messages that make an impact
By Jennifer Hicks, President, INK Communications

It's not how loud you shout, it's what you shout that gets you noticed.

It's not how loud you shout, it's what you shout that gets you noticed. There are many companies out there telling a different story each quarter. They skip from message to message, never stopping to create a unified vision to the world. The market is fickle and customers, analysts and other influencers want consistency. The key to gaining and keeping the attention of your audience is to deliver a clear, consistent image throughout all forms of communication. And to do this, you need to create effective corporate messages.

To create corporate messages that ensure a one-voice, one-vision approach to communicating your company, products and brand to the world - here are some guidelines to help you create a consistent and compelling message for your target audience.

Develop a corporate mission statement

Addresses why your company is in business, where it's going and what products or services you bring to the market. Make it action oriented.

Develop a corporate boilerplate

What we refer to as your "defining statement." It is a stand-alone paragraph giving a concise summary of your company and what you do. Use it on all your press releases.

Develop corporate messages.

They are the source from which all copy emanates. Include high-level business benefits that focus on what your product or service brings to the table.

Develop a company tag line.

The tag line communicates your corporate mission. It should be creative, succinct and memorable.

Develop key differentiators.

These are facts demonstrating how you differ from your competitors. They are based around technological differences, business benefits, or a combination of both.



Jennifer Hicks is the co founder and president of INK Communications ( www.theinkstudio.com ), a full service communications firm based in Seattle. Prior to founding INK Communications, she was a V.P. at a Seattle-based PR firm and brings more than 17 years experience to INK in marketing, public relations and advertising. Contact Jennifer at 888.248.5155 or e-mail Jennifer@theinkstudio.com

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