Core Messaging:
Frequently Asked Questions
What is core messaging?
Core messaging is the disciplined pursuit of a core message.
What is a core message?
A core message is a statement that connects your fundamental principles with what your audience truly cares about. It is clear and concise.
Who needs core messaging?
You do… if you’re responsible for driving action on a product, service, or idea.
How is a core message different from any other marketing message?
Marketing tends to look at messaging only from the customer’s perspective. A core message starts with you — your identity, beliefs, unique value — and uncovers a deeper connection.
What does a core message look like? What form does core messaging take?
Words. Words that will inform anything you’re developing. An elevator pitch. A digital marketing campaign. An appeal for investors. A TED Talk.
What’s the process for developing core messaging?
Practitioners use various methods. As long as you arrive at a core message, you can choose various ways to get there.
Can my agency create a core message? Can any agency do core messaging?
It’s certainly possible. But many don’t drill down deep enough to reach the underlying (core) problem. It can be a challenging step that’s easy to skip.
Can my company create our own core message?
It’s certainly possible. But the view from the inside usually isn’t objective. Your core message is something you’re so close to, you probably don’t even see it.
I need core messaging! Who can help me?
The founders can. And we hope to recommend others in the near future.
Can I create my core message using ChatGPT?
Haha. Sure, go ahead and try it. Call us after!
How can I learn more about core messaging?
Stay tuned. We intend to teach and help people as much as we can. This might be through books, events, and certainly consulting. Reach out to the founders. Sign up for email.
How is core messaging different from branding?
Core messaging comes before branding. It’s the foundation of your identity. It ensures that all branding and marketing align with your principles and resonate with your audience.
How is core messaging different from storytelling?
Core messaging comes before storytelling. It defines the ideals that your stories should represent. It helps you choose examples and anecdotes that best resonate with audiences.
How is core messaging different from a positioning statement or value proposition?
Core messaging comes before a positioning statement or value proposition. It identifies your deep, differentiating value, which can then be externally expressed.
How is core messaging different from company strategy?
Core messaging comes before company strategy. It establishes a clear understanding of your deep-seated principles, which can then be expressed through vision, mission, and standards.
How did the concept of core messaging come about? Who’s behind this?
Michel Neray saw an underserved need: deep messaging that identifies the essence of one’s unique value. To define this category and evangelize it, he recruited the rest of the founders.
Why promote core messaging? What’s the agenda here?
To help companies, individuals, and messaging practitioners create more effective communications. Core messaging is a category, not a trademark. We welcome all.
Core messaging is what I do! How do I join the cause?
Carry the flag. Preach the gospel. Use #coremessaging and #dothisfirst. Contact us.
