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Media Training Tips-Messaging (part 1)

By Suzanne Spurgeon  January 20, 2022

As the new year begins businesses often set new goals or at least take stock of what worked in the previous year and determine if adjustments are needed going forward.

Whether you are a solopreneur, small business owner, or a senior executive at large corporation, it's a great time to take an honest look at your messaging. |

  • Does your messaging communicate what is unique about you, your products or your services?  When you are operating in a very competitive market, it's especially important to distinguish yourself from all the rest.  Some examples:
    • Yours is a family-run business that goes back generations.  The business has evolved over the years, but at its core are the values your grandparents established.  There's a compelling story there.
    • You are a veteran who prides him/herself on hiring other veterans.  The company donates to veterans' organizations.  Others may provide the same services but potential customers or clients connect with you because of your story.
    • One of your executives has a fascinating side story.  It's unrelated to your business but your customer base will likely be interested.  Maybe she's an Olympian, a "Jeopardy" champ or a mentor to teenage girls.  Why not share her story on your website or in a video on social media?  People like to do business with people they feel they know.  If they remember her story, they should remember your business too.
    • Your company prides itself on producing only American-made items. Even if you think everyone already knows this about your business, work it into every media interview.  Look at how many companies like this are featured on "ABC World News Tonight with David Muir" in the Made in America segment.  That has to be good for business.
  •  Any business person knows the company messaging must also explain how their products or services will fill potential customers' needs or solve their problems.  This should be a no-brainer, but sometimes small businesses struggle with this.  
    • Gather your team, family or friends and ask why they would buy what you're selling.  Maybe it: makes them feel good, saves them time, gives them confidence, makes their lives a bit easier, the price is right, improves their productivity, or makes them healthier.  
    • A solopreneur might consider conducting a poll online.  On Facebook you'll need to create a group first rather than the old way of doing it.
    • Once you have your data, use it to create your Talking Points--at least three that you'll want to use in media interviews.  

In our next Media Training post, we'll share tips on how to stay on your messaging in media interviews.  And if you are looking for more help, we offer virtual media training in one-hour sessions.  


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