by SP Turgon
No matter if you self-publish or contract with a traditional publisher, your book sales ultimately lie in your hands. The more media streams you use, the wider your promotions—and the greater possibility of increased sales. But throughout every media promotion, your core message platform needs to be consistent and pack a punch.
We’ve all heard these famous core messages:
- Got milk?
(used for 21 years, starting in 1993)
- Just do it.
(used for over 26 years, starting in 1988)
- What happens here, stays here.
(used for 10 over years, starting in 2004)
- Where’s the beef?
- Good to the last drop.
(used for over 97 years, starting in 1917)
We remember these super-effective taglines because they’re short, punchy statements we’ve heard many times, in many ways.
CORE MESSAGE PLATFORM COMPONENTS
According to expert copywriter and designer of the Core Message Platform, Casey Demchak, your core message platform should contain
Product tagline ideas
Description of how your product works
Unique Selling Proposition (USP) statement
Explanation of the human value benefits provided by your product
Customer testimonials and other “social proof”
Multiple marketing messages that support your product’s secondary benefits
Key message benefit statements that overcome anticipated product objections
Headline ideas for use in various product marketing materials
Call-to-action lines for use in sales letters, web pages, e-blasts, etc.
The key to success is consistency.
Every time your target audience hears about your book, your core message should use the same words and tone.As everyone knows who’s ever had a product jingle stuck in their heads, “Repetition Builds Reputation.”
Your target audience is counting on you to consistently remind them, “I’ll take you on an exciting journey.” Or, “You can learn to have better relationships.” Or, “This technique will save you time and money.”
If your book’s slant is authoritative, the core message needs to use sophisticated, technical, or process vocabulary—not suddenly try to appeal to emotions.
If your book’s slant is personal, your core message needs to be warm, nurturing, and inclusive—not slide into statistics, technical jargon, or scientific standards.
Using Your Core Message Platform
Marketers know that “effective frequency” is key for success.
How many times will your target audience need to hear your book’s core message? Some swear by the Rule of 7. And according to Microsoft Research, for audio advertising it’s between six and twenty times.
Each time, your future readers need to hear the same thing, in the same way.
But without strong marketing, your message’s reach could easily be truncated, resulting in weak sales.
Professionally created tag lines, blurbs, and key phrases easily convert into essential marketing tools:
– Web Copy for Home, Sales, About, FAQ pages
– Email blast copy
– Back Cover copy
– Promotional postcard copy
Your book is finally ready for the world, and the world is waiting for it.
And with a strong Core Message Platform, your book’s tagline could become the next can’t-get-it-out-of-my-head, “Betcha Can’t Eat Just One.”