Million Dollar Messages – value propositions, slogans, taglines, including web content

Your first message, your what, how and why, is your most important story.
Because words can make or break your business, we call it your Million Dollar Message. Such defining statements are vital in strategic areas of your business – your website’s first ‘announcement’, a value proposition, a tagline or slogan, a campaign, proposal or presentation title, an escalator pitch or business card statement.

We also carry out other writing (webpages, blogs, whitepapers), while hanging our hat on an organisation’s first, most important story.

"We wanted a value proposition that differentiated us from the brown cardigans, as well as others around town. Invaluable insights and advice (and we do the other stuff too) firstly states to clients and potential clients we're about much more than historical beancounting & tax returns. It acts as a reminder of how we as a team must provide knowledge, not just numbers to our customers. We also like to think it shows we have a sense of humour too."

Anne Stephenson Managing Director, Connected Accountants


A Million Dollar Message is:

  • Able to shoulder all the heavy lifting within an organisation
  • An instant identifier – a heart and soul value proposition
  • A touchstone or ‘North Star’ for communications across all channels and a crystal-clear, succinct statement to inform your visual design
  • A rallying call of company intention, direction and action

“Our Wellington people had the pleasure of a one on one workshop with Peter Kerr 2 months ago. I’ll set the scene, our team of 3, a whiteboard, a craft beer each and Peter’s intrinsic understanding of how this process works.
Without even realising we were doing it, we had drilled down and come back to the essence of what it is our business is setting out to achieve. We stripped back the jargon and re-connected with the ideas and ethos that underpin the success of our organisation. ‘Delivering engaged workspaces through really clever furniture.’
We are fortunate to see Peter on a very regular basis and beyond his valuable business intelligence and excellent sense of humour, I welcome our frequent and robust discourse and being challenged to check in that we are living and breathing our tag line.”

— Emma Bell-Norris, Digital Content & Marketing Manager – Haworth by Europlan


A Million Dollar Message is not:

  • Your brand values put into a sentence
  • A meaningless generic assemblage of words (think, “solution”, “innovative”, “leading”, “partner”…)
  • A pun

I'm very happy to recommend Peter and his skill in developing 'million dollar' messages. I was going around in circles trying to sort out my catch phrase for my website. Peter asked me some excellent questions which had me talking about my business & my vision. My 'million dollar message' flowed out of our discussion. Peter has saved me time and therefore means I can get back to doing what I do well - helping others with their career.

Bridget Clark Director, Career Bytes


The BBQ test

The ultimate truth test of whether your Million Dollar Message is ‘on point’ is at a BBQ, when someone asks “what do you do?”
If, after expressing your 2 – 10 words they nod and get it, you’ve nailed your first, most important story.

“Our tagline wrangling session was, as Peter warned me beforehand, a real challenge. But refining our primary message to ‘Respectful. Respected. Recommended’ has helped focus all our communications efforts, including face-to-face discussions. It’s great too when our clients come back to us and say that’s exactly what they tell their own colleagues…that these three words describe exactly who and what we are.”

— Peter Ryan, Licenced Immigration Adviser, Capital Immigration Services


You don’t have to go it alone.

Million Dollar Messages are a challenge to unearth as they must convey One Central Truth around your offer. Through our stimulating “question-storming” and “metaphorisation” process we work with you to craft the words that tell people your what and why

We know this is difficult and it is why other writers shy away from attempting it.  If it was easy you wouldn’t need to call us.


Psst! Pass the Secret SAUCE!

Want to know whether your current messaging hits the spot? We’ll evaluate your message using Secret SAUCE by Harry Mills (a Punchline collaborative partner). Secret SAUCE scores your first, most important story on five criteria: Simple, Appealing, Unexpected, Credible and Emotional.

Yes, we can unearth your Million Dollar Message by Skype

Though most often we’ll operate in the trenches directly with our clients to find their heart and soul and value proposition, we can do it remotely too. That’s because question-storming transcends distance, metaphors can jump a divide and refining your Million Dollar Message is about connecting minds, not being in the same room together.

Our Million Dollar Message for Connected Accountants:

"Invaluable insights and advice (and we do the other stuff too)." Work sample

"Wondering if you could benefit from being part of Punchline’s question-storming process or general writing excellence? It starts with a conversation - get in touch."

Peter Kerr — Director

+64 21 0696 040
115 Tory St, Te Aro, Wellington

+64 21 0696 040