Developing powerful messaging can be one of the toughest challenges businesses face in marketing and branding. You do so much, and you know it all, but how do you convey your organization’s value to your audience? How do you tell them the 1,000 reasons to work with you in under 50 words?
Many businesses focus on the wrong things to try and connect with their audience, leaving them no closer to their goal and with a whole lot of wasted time and effort on their hands. Gone are the days of people caring how old your business is; gone are the days of long stuffy bios and dense, technical language.
Effective messaging doesn’t have to be a mystery. It simply takes the right approach to get to the message you’re looking for.
Where to start
When hiring someone outside your organization to help with marketing, a common tactic is to research your top three competitors and base your messaging on what they learned. They're hoping to find out what you're up against, what is successful for others in your industry niche, and where the bar is set.
But this strategy is deeply flawed. It starts on the premise that your competitors know what they're doing, which very often they don't. (They probably looked at competitors' websites, too!)
The second problem with this approach is that it only reflects what has already been done and will only work to ensure your messaging becomes a copycat of theirs, undermining your unique perspective and value. Essentially, it puts another company's words in your mouth—and your competitor’s at that!
So, instead of looking back at the lagging indicator created by what other organizations have done in the past, start by looking to the future. Your future. Ask yourself where your organization is now and envision where you want to go. Your message should reflect where you are now and project the future with you and your client in it.
Define your audience
Before you write anything, start by defining your audience. Identify who your ideal customer is and what brings them to you. What are their worries, challenges, and pain points, and why are you the organization to help them overcome those things?
Once you’ve identified the face of your audience and you’ve identified their challenges, envision their future. Envision how their future will be improved through what you can offer them. Create a message that allows them to see a better version of their future selves. Work to reflect their pain points back to them in the form of their aspirations, enabled by you.
One of the quickest ways to lose someone’s attention is to overload them with information. Read through your message from the perspective of your ideal customer. Are you providing them with information they don’t need at the moment? Are you getting wordy about your excellent organization and all the fantastic things you do?
While it may make you feel good, it only makes it harder for your ideal customer to get what they need. People are busy. They have a lot to do and little time to do it, and they want the easiest, most transparent, most obvious solution. They shouldn't have to expend effort to understand what you do or know the obvious next step. If they do, they'll leave and probably never come back.
Your message should only give people precisely what they need at that moment. No more, no less.
Keep working at it
As your business develops and grows, so should your messaging. Consider it a living, breathing part of your organization that needs to be fed and allowed to evolve.
Don’t hold your messaging hostage to old, stuffy language just because that’s the way you’ve always done it. Keep coming back to it, evaluating its effectiveness, and giving it room to change. It takes serious effort, but with every inch of messaging effort you put in, your customers receive a mile in value.