Copywriting for Businesses
Everything You Need to Know
Core Message Platforms:
The Secret to Creating Marketing Copy
That Attracts and Hooks Your Ideal Audience
There’s no getting around this hard truth…
When your audience is presented with inconsistent or muddled marketing messages, they instinctively say “no,” and move on.
However, creating consistent selling statements throughout your marketing materials can be difficult.
Especially when you’re under pressure to produce a sales page by the end of the day and an email campaign by the end of the week — not to mention a string of social media posts that are due ASAP.
Does this scenario sound familiar?
Well, I have a practical (but powerful) solution that ensures all your promotional content has consistent benefit-driven messages throughout your marketing campaign.
The solution is a comprehensive Core Message Platform™ that includes a series of compelling marketing messages that shape the voice, value, and identity of your product or service.
What Exactly is a Core Message Platform?
A Core Message Platform is a comprehensive document, usually 15 to 20 pages, that’s loaded with benefit-driven marketing messages and selling statements about your product or service.
Its purpose is to serve as your “master messaging” document.
Once completed, it becomes the springboard from which you can quickly create all the marketing content related to your product or service. Stuff like…
- Taglines
- Website pages
- Social media posts
- Lead-generation emails
- Lead-generation landing pages
- Program and service sales pages
- Product launch sequence content
- Lead magnet landing pages
- Auto-responder sequences
BY THE WAY… I have extensive experience writing all these marketing materials – so I can help you put them together as part of your Core Message Platform project.
What are the Benefits of Creating a Core Message Platform™?
Working from a Core Message Platform assures all your marketing content has a consistent voice and message across all your promotion channels.
This is extremely important because….
Repetition of your message builds the reputation of your brand!
Plus, when you have to create new marketing pieces on short notice — you can avoid the fire drill routine and the stress that comes with it!
Because with a completed Core Message Platform™ at your fingertips, you’ll have an excess of great content you can immediately draw from to create any new marketing piece you need.
This enables you to complete new projects much faster, knowing your messaging will be in strategic alignment with other marketing materials in your campaign.
This is a much better approach than winging it and making up your marketing messages on the fly as you bounce through your promotion campaigns.
A Distinct and Memorable VOICE
A thorough Core Message Platform is the ideal way to develop a unique, distinctive voice and personality for your product or service.
- “Fun and informal”
- “Soft and nurturing”
- “Edgy and direct to the point”
- “Authoritative and strong”
- “Bold and optimistic”
- “Opinionated and provocative”
- “Academic and intelligent”
- “Elegant and refined”
Having such a definitive, recognizable voice is critical in today’s era of auto-generated sound-alike marketing content that is rapidly saturating every market.
Best of all…
When you have a 15- to 20-page document that’s loaded with attention-getting marketing copy… you’re going to feel much more confident about promoting your product.
Benefit from My Extensive Expertise
I invented the Core Message Platform™ over 20 years ago, and today I am widely recognized as the leading authority on creating and writing them.
Over the years I’ve created Platforms for B2B companies and online entrepreneurs in numerous industries.
So why not put my years of experience to work for you?
What I Deliver
Every Core Message Platform™ I’ve written is unique to itself. However, on average they are 15 to 20 pages in scope and packed with benefit-driven marketing messages about your product or service.
The Core Message Platforms I create typically include these sections:
- Product tagline ideas
- Customer avatar (ideal client) description
- Product positioning statement
- Description of the voice that will characterize your marketing messages
- Explanation of the transformation your product provides your customers
- Unique Selling Proposition (USP) statement (your primary marketing message)
- Multiple marketing messages that support your product’s secondary benefits
- Core message benefit statements that overcome anticipated program objections
- “Swipe copy” for a lead-generation email campaign (3 emails)
- Social media blurbs based on your Core Message benefit statements
No two Core Message Platforms I’ve written have been organized the same. So we can be flexible and add, subtract, and customize sections to meet your specific goals.
HERE’S WHAT’S REALLY COOL:
I can label sections of content in your Platform as being a good match for specific website pages.
This makes it quick and easy to draw from your Platform to create or revise your website pages, sales pages, email campaigns, and more.
My Process
I have a straightforward three-step process I’ve used to write dozens of Core Message Platforms.
STEP 1
I’ll collect and review background information about your product or service. Things like:
- Previous marketing materials
- Internal memos you’ve written about your product or service
- Speeches and PowerPoint presentations
- Competitive websites
STEP 2
Next, I’ll interview you on Zoom to fill in the gaps and gain additional insight into your product and market.
- Typical interview is 30-45 minutes
STEP 3
I’ll roll up my sleeves and write your Core Message Platform™ and make revisions per your input. During this step I will…
- Deliver a first draft of your Core Message Platform
- Provide a second draft after I’ve received your requests for edits/changes
- Create a final, polished draft that incorporates all your final changes
Timing
I can deliver a first draft of your Core Message Platform™ within 10 business days of our project interview.
It’s wise to build momentum and work quickly. I only work on one Core Message Platform project at a time — so I really like to go from start (research) to finish (final draft) in two weeks.
My attitude is, “If we’re gonna do this… let’s go for it!
BY THE WAY… I will create your Core Message Platform™ in a Google document, so you can review my work as I go. This makes it easier to revise your Platform as I progress through your project.
Ballpark Rate
Every Core Message Platform I write includes the following standard services:
- A FREE 30-minute consultation call to chat and see if we’re a good fit
- Review the background materials you provide about your product
- Conduct a 30- to 45-minute interview to gain insight into your product and market
- Write a first draft of your Core Message Platform
- Deliver a second draft after I’ve received your requests for edits/changes
- Provide a final, polished draft that incorporates all your final requests
- Consult with you to discuss additional services, such as crafting specific marketing content based on the final version of your Core Message Platform
My general ballpark rate for my premium 15- to 20-page Core Message Platform is $6,500.
I have done several scaled-down packages in the $3,000 to $4,000 range, so I can definitely design a package to meet your specific needs.
Billing
I make it simple by billing in two installments.
- One invoice for 50% of my estimated fee is billed and due at the beginning of the project.
- A second invoice for the project balance is billed when your Core Message Platform is completed to your satisfaction. (Net 15 days)
Schedule Your FREE 30-Minute Consultation
Contact me right now to schedule your free 30-minute consultation with me on Zoom.
We’ll get to know each other, and I’ll tell you more about how I can write a Core Message Platform for your product or service.
I look forward to writing an abundance of benefit-driven messages
about your product that helps you generate more leads and sales!
Want to see samples of complete Core Message Platforms? Just let me know. I have a bunch of them.
Kim Guley
“Casey, I am so pleased with your sales copy I could almost shed some tears!! This is wonderful and you nailed it. THANK YOU!”
My sales copy looks amazing
“Casey, my sales copy looks amazing – I feel inspired as I read it, and drawn into what’s next. I feel excited and encouraged. You did a fabulous job capturing my tone! I am totally happy with it as it is. You rock!”
You made this whole process do doable
“Thanks so much Casey! Bless you, Bless You, BLESS YOU! You made this whole process so doable. Thanks for staying engaged and delivering beyond my expectations!”
You are EXCELLENT at your profession
“Casey-WOW!! This sales page for my book is absolutely incredible! If this does not get someone to purchase my book, then I do not know what will. Thank you so much. You are EXCELLENT at your profession!!!”
Casey played a HUGE role in my book becoming an international bestseller
“The Core Message Platform Casey developed for my book, Journaling Power, played a HUGE role in it becoming an international bestseller. If you need moving, persuasive sales messages written for your books and information products, Casey Demchak should be the first name you think of! #WriteON!”
I highly suggest working with Casey
“Working with Casey allowed me to clearly express the value in my book, and to create a compelling message for my perfect readers. I have received so many compliments on the back cover! If you’re thinking about publishing a book or want to sell more books, I highly suggest working with Casey so you can make a great impact and bring consistent revenue with your book.”
Casey is one of the most impressive people I have ever met
“Casey is one of the most impressive people I have ever met. He is a brilliant copywriter that is more than capable of producing high-end results on any copy job from website, to video, to keynote speeches and more. More than that even, he is one of the most aware, heart-centered, kind, conscious, giving people I’ve ever met.”
You are so talented!
“I just wanted to reach out and commend you for a fabulous job. You are so talented! The copy is marvelous! I am also incredibly appreciative that you worked so hard to meet our deadline as promised.”
Karina Poirier
“Casey, I truly enjoyed reviewing the Core Message Platform you created for me. OUTSTANDING WORK!”
Sharp, concise and on target
“Casey wrote sales messages for my book that are sharp, concise and on target. After pouring my heart into my book, it was very helpful having his fresh perspective and sales writing expertise just a phone call away.”
World-class copywriter
“Casey Demchak is world-class copywriter who has helped numerous Hasmark authors achieve international bestseller status with his persuasive sales writing expertise. If you’re an author, speaker, or a coach with a book or information product to market – you should contact Casey right now!”