A Key Message Copy Platform is a document that contains all of the things that have been said about the product or service. The purpose of the document is for it to serve as the copy Bible by becoming the master messaging document for that product or service. Once the document is written, it is the springboard from which you can write all collateral marketing pieces.
Purpose of Key Message Copy Platform
Each product or service should have a key message copy platform. It is, as mentioned above, the Bible of information to consult before you write for that client. It has copies of any written material that you have about the product or service, printouts of the copy that is online, testimonials, sample headlines and leads, and anything else you have on the product or service. This will be quite a bundle of information. However, by building this document, all that you need to write the rest of the material is centrally located and available to everyone on staff. All the information will now help make sure that all the departments that have something to write about for the package will know the tone that is used, the words that have to be used, the words to avoid, and everything else about the product or service.
Importance of Key Message Copy Platform
If you can afford only one marketing piece, the Key Message Copy Platform is what you should invest in. You, or members of your staff, should be able to write the rest of the pieces you need from the document. More importantly, your key message copy platform will make sure your brand voice shows in everything that is written.
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