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By Dan Janal
Jerry Jackson is a real estate agent who helps medium sized businesses find commercial space at premium prices. Unlike other real estate agents, Jackson specializes in that size business.
You'll notice a formula. It goes like this: COMPANY (OR PRODUCT OR PERSON) is a CATEGORY that/who helps PRIMARY AUDIENCES reach PRIMARY BENEFITS. Unlike other CATEGORY, COMPANY (OR PRODUCT OR PERSON) PRIMARY DIFFERENCE.
This formula will work for just about any product or service. In some cases, you might need to change the grammar for the sentence to read properly. Feel free to take some liberties with the wording so that you sound natural when you say it aloud. If it sounds okay when you say it,
chances are it will read well in print, too.
The next step is to test your message, find a person who does NOT know your business and read the message. Ask that person to put your message in his or her own words. If you hear a message that is accurate, then you have written a good statement. If you don't, work on this again. Here are a few warnings about testing your statement. Don't use someone who knows what you are all about because they will be able to assume the answers to holes in your message and will fill the holes automatically. This won't help you when you deal with people who don't have a clue as to your message. Also, don't ask people, "Did you understand the message?" People will nod yes because they don't want to offend you or appear ignorant. If you follow these rules, you will
get accurate feedback.
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