I've just came across a nice little article to assist with crafting your core message. It provides a few simple questions you need to ask:
* What do I sell?
* What are the features?
* The benefits?
* Advantages over competitors
* who could use it

You can then use this to build your core message:
We sell [what you sell] to [prospects who could use it]. This makes their lives easier by providing [features] which [benefits]. In our market we excel because we [advantage].


For example:
We sell accounting software to micro businesses. This makes their lives easier by providing all in one package which saves time doing their books. In our market we excel because we provide online bank feeds, payroll, ATO forms at fair price.

I am not sure how 'sticky' this core message is, I'm reading the book 'made to stick' and he reckons your message needs to be:
* Simple
* Unexpected
* Concrete
* Credible
* Emotional
* Story

So the core message should have a simple image, with a twist to it, that has actuals in it, sounds credible, triggers some emotions and has a bit of a story to it.

The way I see it our product helps micro (mostly new) businesses (and owners) manage their businesses by making it simple to do their day to day bookkeeping tasks. Giving them the confident that they are doing the right thing with their bookkeeping.

The analogy I came up with is of child taking their first steps and we're holding their hands to give them that little support they need.

Something like:
Steadying your first steps in business accounting

In contrast the core message for the competitors are:

• MYOB (tm) - making business life easier
• Xero - beautifull accounting software
• saasu - solves problems in an online world
• Bizz Wizz - Easy to use software for trades and small business
• Cashflow manager - The Simplest Bookkeeping Solution on the Planet
• Cashbook complete - Australia's Easiest Accounting Software
• Accomplish Cashmanager - The Simpler alternative for business accounting
• Sage - go home early with Sage
• Attache - Our business is to help improve your business

I like the one about going home early, there's a real story there.
Any day when I go home early is a GOOD day.

Ideas?