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Core Message Analysis Targets the #1 Problem in Marketing Communications

Grand Rapids, MI (PRWEB) April 15, 2008 -- What is the most fundamental problem that companies face when it comes to their marketing programs? Marketing consultant David Fideler (http://www.davidfideler.net/) knows the answer, and isn't shy when it comes to explaining it:

"The main problem you commonly see, especially with business-to-business companies, is the important material left out in their marketing communications. Many companies just focus on the services they offer, or 'what we do,' but don't communicate the real kinds of value that they provide to their customers. That creates a weak message, and makes a business seem generic."

Fideler's company, Concord Communications and Design (http://www.concordcd.com/), has devised a systematic way to solve to this widespread marketing problem with its Core Message Analysis (http://www.coremessageanalysis.com/)(sm) process, and is now making the solution available to businesses and advertising agencies across the United States. Concord has also launched a Core Message Analysis website at www.coremessageanalysis.com.

According to the website, "A core message communicates the real value that a company provides to its customers, and how a company stands apart from its competitors."

"Once you start presenting the real value a company offers," Fideler said, and once you start communicating it clearly, the whole marketing approach improves and becomes much, much stronger. That's where things start to take off."

The Core Message Analysis uses a systematic approach to determine the kinds of value a company offers to its customers. Based on that analysis, a complete communications strategy is delivered, including all the advertising copy a company needs to communicate its message persuasively.

In the Internet era, having a strong core message takes on added importance. "In the industrial age," Fideler said, "a company's size and access to capital and natural resources were often key factors leading to success. Now, in the information age, and the Internet age, with so many competing messages, having a solid core message often means the difference between success and failure."

The Core Message Analysis website includes articles, special reports, and podcasts on how to improve a company's marketing results. An overview of how the process works is available upon request, as are illustrated case studies, showing how the Core Message Analysis has helped companies in different industries.

"Recently we worked with an international technology company based in Philadelphia. Using the Core Message Analysis, we helped them to improve their positioning and marketing approach in a big way, and used it as a blueprint to recreate their website," Fideler said. "We devised an entire communications strategy, based on the real value they offer, and showed how they could leverage their accomplishments to really stand out in their marketplace."

"But the Core Message Analysis," he said, "is perfect for smaller projects too, like copywriting. Once you've determined a company's strongest selling points and the real value that it offers, everything else becomes easier."

About Concord

Concord Communications and Design is a full-service marketing communications company. We create value for our clients by identifying, magnifying, and communicating their strengths in the most effective way, to provide a superior return on their marketing investment. For further information, call us at (616) 868-0148.

Note: Core Message Analysis is a trademark of Concord Communications and Design.

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