This is how you get your message to the point

In order to be able to formulate an effective and exclusive message, you need to know your strengths, values, the USP and the advantages of your services compared to the competition. To do this, also analyze the messages of the competitors.

Step 2: Analyze the recipient side.

In order for your message to get across, write my paper it has to arouse interest in the recipient. Therefore answer the questions: Who are our target persons? What are their wishes and needs? What do you know about our company and our services? What language do you speak? Are you more receptive to rational, conservative, emotional or intuitive, experience-oriented words?

Step 3: define content.

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Now answer these questions depending on the topic: What are our goals? What should the customer think of our company, our service or our project? Why should he buy our product?

Step 4: prioritize information.

Advertising campaigns often contain several advertising messages (benefit arguments). Determine the most important statement and formulate your core message from it. To do this, you need to know which product advantage offers the greatest benefit to your target group, i.e. where their greatest problem or purchase motive is in connection with your performance. In the campaign, the core message is staged with an idea, images, videos, and, if necessary, haptic, acoustic, or even olfactory elements. The remaining statements become secondary messages that only become effective when the target group consciously deals with the advertising.

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Step 5: formulate the message.

Now, get to the heart of your statement. Focus on the benefits for the customer and formulate either neutrally (eg “ambassadors between humans, animals, and nature”) or addressing them directly. An exception is a vision or the creed. Here it is customary to write from your point of view. Tip: Work your way from the product property to the advantage to the benefit (advantage concerning the customer's environment). The conceptual translation formula is helpful here: «This means for you ...» or «This product will make you happy because ...».

Here is an example:

  • Property: The Smoothy shirt is wrinkle-free.
  • Advantage: The Smoothy shirt does not have to be ironed.
  • Benefit: Thanks to Smoothy, you have more time for the important things in life.


Important: Avoid nominalizations, passives, technical terms, empty phrases, ambiguous formulations, and box sentences when formulating the message.

Step 6: testing

Give your message to some people to read. What exactly did the test subjects understand? Does this match your statement?

Step 7: insert several times.

For your message to arrive and be perceived, the target group must come into contact with it as often as possible and through various media. Avoid contradicting messages in different advertising media.

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  • "Ambassador between humans, animals, and nature."
    The core message of Zurich Zoo
  • "Life is too short for the wrong job."
    Advertising message from
  • "Dignity shouldn't be a subjunctive."
    Advertising message from Bread for the World
  • “It is our vision at IKEA to create a better everyday life for the many people. write paper Our business idea supports this vision by offering a wide range of stylish and functional furnishings at prices that are so affordable that as many people as possible can afford them. ”
    IKEA's vision
  • "The goal of Google is to organize the world's information and make it accessible and usable for everyone at any time."
    Google's creed