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* 1. Our elevator pitch is strong enough to grab a prospect’s attention in fewer than 30 seconds.

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* 2. Our messaging is clear enough that the 2-3 most salient points stick in a prospect’s mind a day later.

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* 3. Our tagline pushes the limits – not so much that it would turn off potential customers, but enough that it forces them to think more deeply about its meaning.

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* 4. In just a few words, our tagline would give a cold prospect a good idea of the value our business offers.

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* 5. Our core elevator pitch makes my company’s benefits clear, no matter which target industry the prospect reading it works in.

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* 6. We have messaging that clearly defines value propositions for each of our target industries, and our sales team understands how to gear their message by industry when necessary.

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* 7. We have defined a position our company can own (e.g. we’re the “future-forward” company, or the “simplicity” company) and our messaging is built around it.

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* 8. Our tagline and/or elevator pitch clearly highlights our competitive differentiators.

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* 9. Our messaging and branding couldn’t be mistaken for another company, even one in a completely different industry.

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* 10. Our message doesn’t underpromise OR overpromise our capabilities.

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* 11. We stress tested our messaging with customers, to ensure they believe it and agree with it, before we took it live.

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* 12. We have a wealth of collateral (sales sheets, case studies, testimonials etc.) with data to back up the promises we make in our message.

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* 13. We re-revaluate our messaging each year to ensure it’s still aligned with our market positioning.

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* 14. We roll out new messaging the same way we would roll out a new product – with a video, sales collateral, employee town hall/webinar, etc.

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* 15. We appoint messaging “evangelists” throughout the organization to ensure each department understands how the messaging relates to them and their role in the business.

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