3 Creative Ways To Leverage Your Core Message

Core MessagingNetworkingMarketing

Feb 3

Written By Brian Miller

I'm at a red light behind a giant brown pickup truck, staring at the these incomprehensible words:

"IN-SITU SOIL TESTING, L.C."

That must mean something to someone, I think to myself.

But as I'm puzzling, I notice that right next to the company name is a short sentence, just 16 words:

"We accurately measure engineering properties of soil and rock to save owners money on their foundations."

Boom! A core message in the wild.

A Core Message is only as good as its implementation

So you've done the hard work of developing a core message.

Maybe you've worked with me to develop your core messaging directly, or worked with one of my consultants on a TED-style talk or to develop a keynote.

As a result you've got this perfect, beautiful, clear, one-sentence description of what you do, who it's for, and why it matters.

Now what?

I can't tell you how often someone comes to us after working with a consulting or message design firm to develop something approximately core messaging, and simply doesn't know what to do with it.

Foundation without implementation is useless.

So in this article I'll give you 3 creative, non-obvious, and super simple ways to immediately implement your core messaging.

Definitions: Core Messaging vs a Core Message

Core messaging is the simplest articulation of the fundamental principles that connect how you do what you do with what your audience truly cares about.

It typically results in a multi-page document that, depending on the practitioner, will contain a handful of elements for you to pull from in your work. In our case it will always contain The Filter, The Story Hook, and The Argument (our Core Message Triad), plus an Audience Statement.

A core message is a single sentence that clarifies the what, why, and who of your work - and in the least amount of words possible.

These elements that must be included in a core message

In our opinion, at least two elements must be included in a core message, with a recommended third.

Action: What do you do? Give us the 20,000 ft view on your work, but keep it specific, i.e.:

Teach simple perspective-taking skills
Create engaging curriculum
Design attention-grabbing infographics
Collect beautifully-shot video testimonials

Impact: As a result of your work, what changes for the audience/buyer? Give us the likely positive consequences that are either aspirational or universal, i.e.:

Build connected cultures
Foster a love of learning
Quickly explain complex topics while making them fun
Create instant trust with prospects

Audience (optional): Who exactly is this for? Use psychographic modifiers to get more specific without cutting out too many people, i.e.:

Caring leaders
Passionate elementary school teachers
Data-driven scientists
Small business owners

Let's play out each of these four examples as a full core message:

"I teach caring leaders simple perspective-taking skills in order to build connected cultures."

"We help passionate elementary school teachers foster a love of learning by creating engaging curriculum"

"We design attention-grabbing infographics so data-driven scientists can quickly explain complex topics while making them fun!"

"I collect beautifully-shot video testimonials for small business owners so they can create instant trust with overwhelmed prospects."

Can you see how power it is to have a sentence like this?

Your core message serves as both an internal filter, keeping all your messaging on-track (that's why we call it a Filter statement), and an external north star, telling your audience precisely what you do, who it's for, and why it matters - quickly.

3 Ways to Use a Core Message

There is tremendous value in using your core message as a filter, but that takes a deep and nuanced understanding of how core messaging works overall (which is why we often work on retainer, to guide you with consistency and accountability).

But much faster and easier to put your core message on your external communication as a north star.

Home or Landing Page Header

**Core messaging & copy by Clarity Up founder Brian Miller, branding and website design by creative director Liwy Villaflores.*

*Core messaging by Clarity Up founder Brian Miller.

Place your Core Message right in the body text of your home or landing page header, so that frantic, stressed out web viewers can instantly decide if they've landed on the right place or not.

Back of Your Business Cards

Stick your core message nice and large on the back of your business cards (for everyone on your team), so that anyone who ever receives it or hands it to someone else instantly know what you do, who it's for, and why it matters.

More on business cards in this article.

Below the Contact Info in Your Email Signature

An email signature is deeply under appreciated piece of real estate, that's typically wasted - like business cards - by only sharing basic contact information and a website link.

Underneath the standard stuff, add a full sentence core message. That way everyone who ever receives an email from you, or is forwarded an email by you, always know precisely what you do, who it's for, and why it matters.

Example:

Brian Miller
Human Connection Specialist
https://BrianMillerSpeaks.com

I work with organizations and educators to build connected cultures where everyone feels heard, understood, and valued.

This also eliminates a lot of confusion in long email threads, or recently-revived old conversations.

Bonus: Your Vehicle

As I witnessed at that red light, if you're a local company or service provider and you're driving a branded vehicle, what a great place to put your Core Message!

Your Core Message Does a LOT of Work, Quickly

The truck at the red light was such a perfect example of the power of a core message.

Where a logo and even a company name fail to explain anything, a tight core message immediately told me what they do ("accurately measure engineering properties"), who it's for ("home owners"), and crucially, why it matters ("save money on your foundation").

Notice that if they only told me what they do, I wouldn't have any idea what they're talking about. What are engineering properties?

But by including the audience and how what they do benefits me - saving me money on my foundation - I have the full picture, quickly. Even if I don't need their services myself (we recently sold our house and are temporarily renting), I may soon, or I may know someone who does.

And because of their core message, I will either remember or refer them. That's great communication.

Get Creative with Your Core Message

There are of course dozens of ways to use your core message on marketing and advertising efforts, but it can also be used internally to keep your team aligned on mission. This article should give you a sense of what's possible, from website headers to business cards to email signatures to... trucks?

Head to LinkedIn and tag me in a post showing off your core message in the wild!

Remember, if someone doesn't know how to talk about what you do, they will not talk about what you do. Develop and implement a core message to cut through the noise and connect with the people who matter most to you and your work.