2. Executive summary
Wasting money on wrong marketing campaigns
Why are we not advancing
The problem with unclear goals
How to overcome this uncertainty
Using the Key Message Copy Platform system aka KMCP
The overview of the contents inside KMCP
Being aware of the KMCP process and how it works
How using the KMCP can make your business automated
Three rules to success
3. Questions to ask yourself…
!
What is the Key Message Copy Platform?
What problems does it solve?
What are the benefits?
How does the Key Message Copy Platform gauges a product or service?
How does the Key Message Copy Message system work?
How can it be automated?
What are the steps to implementing the Key Message Copy Platform?
How long does it take?
How much does it cost?
What’s the next step?
4. Terminology
B2B: Business-to-business
B2C: Business-to-customer
B2P: Business-to-people
KMCP: Key Message Copy Platform
4Ps: Product, Price, Place, Promotion
SWOT analysis: Strengths, Weaknesses, Opportunities and threats
USP: Unique Selling Point
ESP: Emotionally Selling Point
Target Market or Audience: Customers
5. Do you want your
product or service
to stand out?
• After sales, businesses puts 80%
of earnings back into marketing
20%
80%
6. But…
89% of new products goes unnoticed
7% bad news
4% good news
April
0 22.5 45 67.5 90
7. Do you want to be another one
of the statistics straight to
emptiness?
8. The missing link
Fact finder: Business Marketing Associations :B2B
companies spend more than $85 billion annually in the United
States of America on marketing - Think if your company has
this marketing budget!
Ask yourself this, how much is the UK spending in
marketing?
Remember 89% is the cost of being
unnoticed…
9. The problem with unclear goals
You are putting your time in the wrong products or services
You could be in the wrong market
You cannot help the customer make the right decision
You do not know where you are heading
You do not know enough about your products
Your staff are wrongly trained
You do not know how to improve your service
You do not know who your real competition is
This has cost you £10000s already, only for more unwanted
unnoticed results - Is this really worth it?
10. We could have been as advanced as
Japan already?
If money did not get wasted, we would already be in a
futuristic world with even MORE advanced technology
Ask yourself, how did Japan and Singapore become
so advanced?
What can we do about our businesses?
How to take charge of your life right now without too
much government involvement? And if there is a lot
of involvement, you would know what to do about it
11. How to overcome uncertainty?
You need a clear goal to work out and work on plans
You need to be aware of the economy
You need to check if there are any emerging markets
You need the bottom up theory - setting the foundations
Your goal has to be consistent with each product or service
The stakeholders needs to be aware
You need to be aware and know it of by heart
And your staff do too
But if you are still in doubt…
13. Now we are introducing you to…
!
Key Message Copy Platform
!
Inside here has the:
17 questions to ask yourself, before and after releasing a product or
service
!
Check the overview for more detail -
First, what is KCMP?
14. What is KMCP?
• Key Message Copy Platform holds company founders’ mission for each of their
current and future product and service
!
• It keeps your plan consistent. No more excuses and no more losing track. It will be a
10-18 page document solely focusing on your product or service
!
• This is the core internal document that you keep. I suggest, do not show this to your
competition
!
• I also advise you to get your current employees to sign an agreement not to disclose
it. Treat it as your operational manual
!
• This document substantially fits your business purpose and your staff will no longer
feel things are unprecedented
15. You now have a consistent plan
You no longer
need to fill in
the blanks
16. We were introduced to it by…
casedemchak : Award-Winning Copywriter
and Consultant
!
“Key Message Copy Pla/orms
The Marketer’s Secret Weapon To Raising ROI –
Guaranteed”
17. New campaigns?
• Key Message Copy Platform (KMCP) is a springboard for other campaigns. The message is
consistent and has a one voice fits all.
!
• The staff does not lose track with the mission statement and creates productivity, efficiency,
reputation, authenticity that gives your company and you peace of mind.
!
• Your current and new employees will no longer start from scratch. You yourself can now be
focusing on new ventures using the same system.
!
• For Best results, you and your company, can do another KCMP for each product or service.
!
You will save, spend and earn £10000s
You will know what to do for your marketing plan
!
• This is the KMCP… It is for you, your business, your staff, your brand and your future…
!
18. The KMCP for us at B2B C Writing
We have found this extremely successful to keep our message consistent, adequate,
and clear
Whether you are a B2B, B2C or a hybrid, this will be customised for you
We can get straight to the companies voice and your point of view
We will completely understand your message, your product and service…
The great thing is,everyone in your corporation can understand them too
This needs to be done by professionals
Ideally, this needs to be done before any collateral
!
Lets turn to the next page: Overview
19. Overview
9. Market research, facts, and figures
10. Your USP
11. Your ESP
12. Product Proposition
13. Testimonials
14. Product features and benefits
15. What will competitors say to knock your products
16. Marketing statements designed to overcome them
17. Recommended campaigns *bonus*
1. Product tagline
2. Mission statement
3. Vision statement
4. SWOT analysis
5. A description of your specific target market
6. The value provided by your product or service
7. Good description how your product works
8. 4Ps
20. 1. Product tagline
If you want a more memorable tagline, this is a fantastic way to take the
first step forward
Customers will associate your slogan to your brand
Do you already have a tagline?
What is the meaning of this tagline?
You must know your ethos
You must know what your customers’ wants
21. 2. Mission statement
Each person in life must have something to aspire to. This goes
for products too. You need a mission statement for your product
- and abide to it
22. 3. Vision statement
This is your company’s purpose. What do you stand for? What do
you want to achieve? What do you expect from your staff? What are
your values?
23. 4. SWOT analysis
!
This is your strengths, weaknesses, opportunities, and threats
!
The strengths and weaknesses are the internal (micro)
!
The opportunities and threats are the external (macro)
!
A lot of times…
You may miss the real threat. You may simply think, that company
is your main competitor, however it could be another you may least expect.
!
Also there would be opportunities you haven’t embraced because you haven’t listed
all of your strengths.
T
25%
O
25%
W
25%
S
25%
24. 5. A description of your target
market
Is your target market the full target market?
Who else could be using the product you are not aware off?
Are there other members from the B2B company who uses it?
What are the other possible departments?
Are they men, women, or a mixture?
What do they like?
25. 6. The value provided by your
product or service
!
Every product exist to meet a need, solve an issue, or fill in a want
Where businesses goes wrong is when they think the product is so conspicuous
that they fail to write it in their marketing material
Don’t let this be you. Your job is to know what your product or service does. Your
customers don’t
How does their product make customers’ life easier?
!
You need to state how your product makes their life easier. It doesn’t matter
whether you are writing a B2B article or to a B2C lead, you are always typing to
B2P. Think about your product or service. How does it add value?
!
26. 7. Good description how your
product works
!
!
Consistency is key: If you have other marketing material such as, brochures,
magazines, social media post, social media business profiles, website, direct
mail, the message must be the same or reach the same clear goal
!
If however, you have 5 different descriptions how your service or product
operates, this creates confusion. Business people in particular are very busy,
if you are not clear, they will not do business with you. We will create
something clear for you to use throughout your campaign
27. 8. 4Ps
Product: Is it a product or service? Is it tangible or intangible? Is the service B2B, B2C
or a hybrid, do you have any literature of the product? Do you have a prototype or the
real product I can base my research?
!
Price: What is the current price? How much did it cost you to make it? Is it economical or
high ranged? How much would you want to increase or decrease it to?
!
Place: Where is the location of your business. Do you serve it on-line or off-line? Will
there be another distributing channel? Do you cater locally, nationally, internationally?
!
Promotion: Where will you be promoting it, are there any samples of ads, free
gifts,additional services, what is the current marketing campaign? Did you do any
previous campaigns? Do you need two separate brochures; one for the staff and the
other for the consumer ?
28. 9. Market research, facts, and
figures
!
Here we can list all of the market stats, facts, charts and figures
This will aid your cause for the product or service
For example:
Key statistics from any trials or test
Satisfaction rate
Focus groups findings
Social Bookmarking
Last year sales
Qualitative or quantitative research findings if possible
29. 10. Your USP
A USP is your benefit that needs to be ready to set you apart from your
competition.
The key here is to identify your USP, this can be built around the feature or
benefit many of your key messages
Have you created a game? We can use this section to concentrate on how it
differentiates to others in the same category.
30. 11. Your ESP
Here we will be summarising your ESP- This is all about customers’
satisfaction
Below, will be a list of benefits your product or service does for your
customer
31. 12. Product proposition
Product propositioning circles around on creating a perception in the minds of your
customers about what your product symbolises.
Think of it as like a character’s origins story. The product or service is like a protagonist. It
is the hero and so we must create a picture in the minds of your customers about what your
product signifies.
Here we will write how you want your target market to perceive your product. Then we will
write using a tone that supports your style and objective
What is your tone of voice? Is it caring, authoritative, informative or fun?
Do you want your target audience to think your product or service as high value?
Or is it a bargain product or service?
Is it retro or an alternative to the top brand in the market?
32. 13. Testimonials
Testimonials increases credibility, especially when they come from respected
industry experts. When they make strong statements in favour of your product
it will do more to persuade the thoughts of their associates. Than statements
made by your business
33. 14. Product features and benefits
Here we will create several selling statements about your product or
service primary benefits.
Now we will look at the previous sections that has been completed:
The description of your target market
The value provided by your product or service
4Ps
USP
ESP
Product proposition
!
Here we will construct statements encompassing these sections listed above
34. 15. What will competitors say to
knock your products
This is where I would need to do some digging from necessary
sources, question members of staff and clients where I can
get of weaknesses that needs improving
Are there any weaknesses?
Has there been any bad reviews?
If your product is new, I will seek a similar product and service
Fear not, there is always a solution
35. 16. Marketing statements design to
overcome them
!
Here will be the section that addresses potential objection to your
product or service
Listing possible prospect objections of your product and create
strategic marketing statements designed to overcome them
We will create, strong, dynamic compelling messages that succinctly
speaks out hidden benefits within these perceived weaknesses
There you have it.And you are welcome
36. 17. Recommended campaigns
*bonus*
There are many campaigns to choose from. Some works better for B2B.
Some work better for B2C. Other times, we can combine them. Here are a
few possible campaigns:
Consumer focused
Product focused
Savings as the star
Emotional approach
Storytelling
Audience engagement
37. What is happening now
This is all about the present, the speed of implementation for
the future
It is paramount to stay focused and to know which products or
services to focus on
If your product turns out to be a wild card or a dog, we can
take a look at where to go from there and sort it out where we
can
Only then, when you do create a new product. You will be ready
38. The process of KMCP
1. Questionnaire
2. Administration - upfront fee
3. Fee agreement of the rough estimate of KMCP pages
4. Pay 50% for the rough estimate of KMCP pages
5. Pay 50% for labour plus market research for the project
6. Product or service tagline - upfront fee, Hard cover - upfront fee
7. Request for literature, images and samples of product, service or brand
8. KMCP - structure, copywriting, labour, market research, interviewing, interview proposal
9. Additional information
10. Revision x 2
11. Pay the rest of the total amount, i.e., interview clients, pages, administration, labour and market
research
12. FREE PDF
13. Hardcover included (not free)
39. The cost
As this will be a very detailed document, fees including ... interviewing someone from
your business; interviewing the clients’, the client’s agreement proposal; administration;
the system’s structure of the document; researching; the B2B commercial writing,
labour, and two rounds of revisions. The project can take up to 6 weeks
Each client interview is an additional £150, including proposal
New product or service tagline £300
Labour + craft +market research + for the project £6000
PDF is FREE
It will cost £1000 per page
1 High quality hardcover £50 addition to the package
Administration £400
These prices are subjected to
change to more in the future
40. In the future
To stand out from the crowd, I see your competitors will be using
this in the near future
It is up to you to make the change now…
However if you are more than satisfied, doing what you currently
do, trainees who are still unclear of your business goals, you are
starting from scratch all of the time, than having a guaranteed
system, then sadly, this tool may not be for you Dear Sir or
Madam
If the latter is the case…
41. We value our time
We kindly request for you not to e-mail us requesting
furthermore information about the KMCP, our time is
limited as we will only be hand picking exclusive
companies who are serious and is ready to go against the
status quo. We respectfully decline offers from any of our
beloved services to help you co-create this custom-made
tool
It is simply because: Time is our value and value is our
time. Only serious companies needs to apply
42. The next step…
Now as you are convinced we are a thought leading company, if you
request help to take your business further, this is where you would find
us www.b2bcommercialwriting.com.
To get started with the KMCP now, e-mail us at
info@b2bcommercialwriting.com for a fee agreement
Thank you and turn your
products into stars
43. 1. “Seek out what the market wants
2. Acquire it
3.Trade it for a silver spoon”.
–Ramsay Knight
Three rules to success
