Key Message Copy Platforms:
A Must-Have Copywriting Service Every Company Needs

Hi, this is B2B copywriter and consultant, Casey Demchak. Glad to be with you this week for The Writer’s Life.

Casey DemchakI began my freelance copywriting business in the year 2000, and about six months into it I created a unique, but very simple, copywriting product I decided to call a Key Message Copy Platform.

Over the years I’ve written dozens of Key Message Copy Platforms for my B2B medical device clients, and clients in other industries as well.

This simple copywriting service generates a great deal of extra revenue for my business each year, because every company needs Key Message Copy Platforms for their products.

Plus, on average I’ve consistently made $200 to $300 per hour on every Key Message Copy Platform I’ve written in the past 14 years. (On Friday I’ll show you exactly how you can do the same thing!)

This week I’ll be sharing a series of articles with you that:

  • Explains what Key Message Copy Platforms are
  • Shows you a simple process for writing them
  • Tells you how to market and sell them to your prospects
  • Demonstrates how they can generate a lot of income for your copywriting business

So, let’s get started!

What is a Key Message Copy Platform?

A Key Message Copy Platform is a comprehensive document (usually around 10 pages) that contains all relevant marketing messages and statements about a product. Its purpose is to serve as the “master messaging document” for that product.

Once completed, a Key Message Copy Platform becomes the springboard from which you can write all the marketing pieces related to that product. Stuff like sales letters, video scripts, brochures, website pages, email campaigns, e-zine articles and more!

It’s that simple. Picture a 10-page document loaded with well-written marketing messages for any product—and you have a good picture of what a completed Key Message Copy Platform looks like.

When a company writes their marketing materials based on the content in their Key Message Copy Platform, it ensures that all of their promotional content will have a very consistent voice and message.

Makes perfect sense, doesn’t it? So, you would think every company would have a Key Message Copy Platform for each of their products and services. But believe me, they don’t.

Instead, most companies create their marketing messages on a “make-it-up-as-you-go” basis. Why? Because marketing people who work in most companies are busy, rushed, and always in a hurry.

This isn’t good, because making up your marketing messages “as you go” results in sales copy that’s scattered and disjointed throughout a marketing campaign.

Save the day and become a content hero for your clients!

This is where you have a golden opportunity to come in and write Key Message Copy Platforms for your clients. Again, this will ensure the messaging in all of their marketing materials is very consistent and persuasive, which is essential to a well-oiled marketing campaign.

Plus, when you create Key Message Copy Platforms for your clients—you become the natural choice to write all the marketing materials that spring from each platform!

Have any questions or comments to share? I’ll be standing by all week to help you out, so feel free to leave them here.

Tomorrow, I’ll provide you with an outline of the material included in a typical Key Message Copy Platform. I will also show you a simple three-step process for writing them. So, please stay tuned …

Key Message Copy Platforms

Key Message Copy Platforms: A Unique High-Income Service That Can Skyrocket Your B2B Copywriting Success

Let this B2B “secret weapon” open doors for you — and bring you serious paydays! Expert Casey Demchak reveals how this one unique product can serve as your gateway to ongoing B2B success. Learn More »

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Published: March 16, 2015

23 Responses to “Key Message Copy Platforms: A Must-Have Copywriting Service Every Company Needs”

  1. That is such a great idea - and provides lots of opportunities for future work !

    So how do we create that for ourselves, as writers?

    Guest (Missy)

  2. Does make sense...looking forward to hearing more about it.

    Guest (Kimberlee Green)

  3. Incredible timing! I am planning a meeting for the end of the month with my first potential B2B client (I already work with them in another context) and this series is exactly what I need! I am looking forward to the rest of the series as well as reading additional articles you've written. While I'm currently unable to take any additional training, I am eager to glean what I can from the available resources.

    Sara H

  4. This is just what I needed. I can't wait until tomorrow!

    Guest (Diane Sheldon-Ku)

  5. Thank you for this timely piece.

    Really anticipating the next articles.

    I retain from this first one: .."their promotional content will have a very consistent voice and message." which I agree taken for granted and also missing..

    Also, you might answer my Life's Purpose question, 'Why B2B copywriting.'?

    Looking fwd for the next articles.


    Andre NORTH

  6. I have been writing health & wellness articles for Pazoo dot com and want to change it up. What do you charge for a ten page platform and how long will it take to get it done? How much research is required? How hard are clients to get?
    I woould appreciate your answer when you have time.
    best regards, Gary Boyd

    Guest (gary boyd)

  7. Casey,

    Makes so much sense....looking forward to the rest of the week with you on the Platforms.

    Guest (Carol Zakula)

  8. Hi Casey,

    Thanks for discovering the key message copy platform.

    I`m already excited just from the introduction. I know this week going to be very exciting.

    This is the kind of information that some of us really need to widen our scope of thinking, whenever we are approached with a project.


    This is a week of enlightenment.


  9. This is a great topic and I look forward to reading more. Getting the voice right - and consistently - is crucial for any brand yet there seems to be little available information on doing so, either for businesses or writers. I've created my own systems, which seem to work for me, but am interested to see how you go about it, too.


  10. Hi Casey, Tell me more, tell me more, I am curious to learn from a proven Pro!!

    I will be reading your article about this every day.

    This sounds very interesting indeed! Thanks for putting this together.


  11. I like this idea and am very eager to find out more.
    It seems like the Key Message Copy Platform might be used as a "door-opener" with potential clients. As an outsider you probably do not have access to their true desires and intentions and still evaluating their consistency of voice and message (and even what that message is) could prove eye-opening to the potential client.


  12. Thanks Casey! This is exciting! Sounds like it can be used for a variety of niches. I'm looking forward to learning more.

    Cheryl Williams

  13. Thank you for the good information

    Guest (Jonathan Mannering)

  14. Casey, thanks for sharing the idea of writing the Key Message Copy Platform. It sounds like part of creating a system that sends consistent brand messaging. Makes perfect sense.


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