Although a lot has changed in our past 15 years in business, some things have remained constant. Among them is our belief in the importance of core messaging. That’s why whenever we start working with a new client, we strongly encourage them to let us help create a core messaging platform before they start any other marketing initiatives. Messaging is that important, and here’s why:
Why do we insist (or at least try to insist) on developing a core messaging platform? Because every brand, every company, every organization needs a clear voice. With an established core messaging structure, this voice is fine-tuned to help the client’s customers and prospects quickly understand the value of its products and services. Actually, the benefit is not limited to sales; staff, executives, and potential hires also win when the messaging house is put in order.
Establishing core messaging virtually eliminates the tendency to return to square one on every project, wondering what to say and how to say it. Anyone in the organization can refer to the messaging guide for keywords, talking points, a positioning statement, the brand promise, and more. Target markets come into focus, and buying personas within the markets become more lifelike and easier to address.
Time and Money
And did we mention that this saves clients time and money? Every marketing project started after the messaging platform has been created will run more efficiently, whether it’s done in house or by an agency. That’s because people can cut to the chase in meetings, because they’re not getting sidetracked by confusion over messaging. Plus, marketing budgets are no longer hijacked by guesswork, because the core messaging helps spotlight the differences between good spending and bad.
While the process of developing a core messaging platform requires a substantial amount of work, it is well worth the effort. In fact, we enjoy this type of project and think clients should look forward to the experience as well. They always find the process to be empowering, because it helps them see how far they’ve come, understand where they are now, and articulate where they want to go in the future.
So, now you know why we grabbed Marshall McLuhan’s classic “the medium is the message” and gave it a new twist: “The Messaging is the Message.” McLuhan never meant that the message wasn’t important; he wanted us to appreciate how important the context of the message is. A core messaging platform provides both the context and the messages that spring from it—and that’s very good for any business.