Messaging Is Core to Your Marketing Success
Just as it’s possible to hear without listening, it’s also possible to talk without communicating.
Though seemingly obvious, this is, unfortunately, a concept that businesses and organizations can sometimes fail to consider in the rush to get a product/service/cause “out there.” The result can be a race that’s over before it starts, as it’s hard to make up the ground lost in a poor beginning.
That’s why we encourage our clients to start engagements with the development of a strategic messaging platform or architecture. This document, created cooperatively, grounds communications and propels meaningful outreach to the right audiences at the right time with the right persuasive language.
As an agreement among all involved as to goals, targets and messaging, the document creates a common voice and magnifies it. It also brings everything to focus on the future.
The truth is that a good many our clients have found their messaging hasn’t grown with them. Instead, as they have evolved, their communications have stood pat, unreflective of the scope of what the business or organization has come to be and now can do for customers, clients or communities.
It’s also a great motivator; as key executives, sales staff and other stakeholders feel the excitement of creating new and inclusive, something that will help them do a better job and their company to succeed.
For clients choosing this path, it’s also a way to save time, money and effort. With core messaging already agreed upon, there’s no need to start over for each project or project segment, stressing over getting the words right. They are already there, along with guiding position and value statements and a brand promise to be fulfilled.
The Marketing Playbook reminds us that messaging can have more of an impact than almost anything else in business. When driven by strategy and consensus, we like to say, it also can be a source of rejuvenation and a springboard for advancement in the marketplace.
So, think of it as that deep breath before you dive off the board, the one that gives you clarity of purpose and confidence that you’re ready to succeed.
If you’re ready to explore the deep waters of meaningful communications, let us know. We would love to be your guides.