To me, it’s simple. Define key messages. Make sure that you prove it. And people will believe you!
They will link you, in their minds, to the things you want them to think about you and your business.
So many websites describe the good things about a company, on the homepage, the about page, etc. That’s good to do – with the right tone of voice that doesn’t seem braggy.
But it’s not enough. Because your competitors are saying the same things.
So, we say, don’t just tell them. Show them!
If you think people should know something about you, prove it!
That something is, of course, your key messages.
Identify 3-5 of them, and then find as many ways as possible to prove them!
This is one of the cornerstones of how we deliver differentiation for our clients.
Even if they are surrounded by “competition” and think of themselves as “Another financial adviser” or “another real estate developer” “another charity” or “another wealth manager”
How do we prove key messages?
Many many ways – including social proof, well-written pages describing services, team bios, who the company works with, and many more.
Our whole process at TLD is about:
📝 Uncovering the “unique greatness”
🤔 Understanding so we can re-articulate
🌟 Revealing the key messages
🧐 Proving each key message, left, right, and center!
It’s these steps that mean our websites show up as different, refreshing, and convincing.
We always begin with a focus on these key messages. It’s what you want people to know about you. From this cornerstone, you can create a website that not only looks great but also communicates your brand messaging effectively.
What are key messages?
Key messages are the core messages that you want to communicate to your target audience. They should be clear, concise, and consistent across all of your marketing materials. Key messages are important because they help to establish your brand identity, set you apart from the competition, and communicate the unique value that you offer to your customers.
So, let’s learn from these three examples, shall we?
Example 1: Central London dentist
Key Message: We provide high-quality, personalised dental care for patients of all ages.
How to prove it? Testimonials from satisfied patients, before-and-after photos showcasing successful treatments across a range of different ages. (see this example of testimonials from Dr Richard one of our dentist clients)
Key Message: Our team of experienced dentists and hygienists use the latest technology to ensure that your smile is healthy and beautiful.
How to prove it? Information on the latest technology used in dental care. A list of certifications or qualifications held by team members. Case studies showcasing the success of these technologies.
Key Message: We offer flexible scheduling options and work with most insurance providers to make dental care affordable and accessible to everyone.
How to prove it? Information on the variety of scheduling options available (weekend or evening appointments, emergency care). A list of insurance providers accepted. Pricing information. Patient reviews that mention the affordability of care.
Example 2: a Financial adviser
Key Message: We are committed to helping you achieve your financial goals and build a secure future for you and your family.
How to prove it? Case studies showcasing successful financial planning, testimonials from satisfied clients, certifications or qualifications held by team members, awards or recognitions for quality financial advice.
Key Message: Our team of expert advisors provides personalised financial planning services tailored to your unique needs and circumstances.
How to prove it? A list of planning services offered, information on the team’s experience and expertise, case studies showcasing successful financial planning, testimonials from satisfied clients. (See this example of insights on investments, from our client, Gibson Lamb)
Example 3: Consultant in digital transformation
Key Message: We help businesses of all sizes harness the power of digital transformation to stay ahead of the competition and achieve long-term success.
How to prove it? Case studies showcasing successful digital transformations, testimonials from satisfied clients, certifications or qualifications held by team members, awards or recognitions for quality consulting services.
Key Message: Our team of experienced consultants provides customised solutions tailored to your specific business goals and needs.
How to prove it? Information on the variety of consulting services offered. A list of experience and expertise held by team members in digital transformation. Case studies showcasing successful digital transformations, testimonials from satisfied clients.
Ready to prove it?
These examples, for those who are at this point in the article, will hopefully help you implement it.
“The best way to show that a stick is crooked is not to argue about it or to spend time denouncing it, but to lay a straight stick alongside it”
One of the key messages at TLD is that we’re great to work with, we care about our clients, and we teach what we know. If you’d like help with implementing this, test us out and we’ll prove it!