Messaging is quite simply the face of your brand. Messaging - finding the right concept and meaning that you can authentically express to your market - becomes the core of your go-to-market strategy. Taking time upfront to craft a compelling set of messages pays big dividends.
Doing this will get you noticed faster, speed up your sales cycle, and provide the hook your prospects need to trust in you and to buy from you. The right messaging drives written and visual communication (copy and design) and creates an emotional connection with your audience. Messaging communicates the big picture problem you solve, the pain you address, your competitive advantage, and your value proposition.
When a comprehensive messaging platform is handed over to your writers and designers, they are able to generate great copy, and designs aligned to your strategy, your brand, and your culture. With great messaging, you can succinctly communicate your value proposition, with only adjustments and not entire strategic pivots required, as you go to market and measure results.
The power and influence of your marketing grows exponentially when your entire team speaks the same language with a common voice. Your website, collateral, advertising, event graphics, and presentations do likewise. Follow my system, and your customers, prospects, employees and competitors will quickly understand what you are all about. Great messaging is a formidable, competitive weapon.
Building Messaging Platforms
- How can I create an emotional connection with my customers?
- How can I stand out from the crowd?
- How can I explain my business in a compelling way in less than two-minutes?
It’s worth repeating. Messaging is the public face of your brand and your company. Indeed, if you have a great product, the success or failure of lead generation and conversion can come down to one thing – messaging. Our process begins with Simon Sinek in mind – Start with Why. Why do you do what you do? Why do you exist? What is your purpose?
In our workshops, we address seven key components to unpack the messaging platform. These include the big picture problem you are solving, the pain you address for your target market, and your real competitive advantages. People will buy from you based on two fundamental truths. First, they have to trust you. According to behavioral scientists, this requires three face-to-face meetings. The second reason people buy is the emotional connection.
However, the amount of money they will pay for your products is directly linked to the size of the problem you solve, or the amount of pain you are addressing. The bigger the problem you solve or the pain you address, the more money you can make, plain and simple.
So - while the ‘Why’ will attract attention and drive customers to you, it’s the ‘What’ they want to see when they enter the buying cycle. A typical example is the digital or traditional advertisement that customers respond to by clicking through to your landing page.
One great company we work with, a Platform as a Service (PaaS) company with huge potential, pivoted from ‘Helping companies connect authentically with people during moments of truth’, to, ‘We revolutionize the way organizations succeed in a rapidly evolving digital world’. Another client who provides social sustainability software changed their positioning from ‘We care about Transformation’, to ‘Technology for Social Impact’.
Every start-up employee should be able to tell your compelling story in two-minutes or less. The outcomes of this messaging exercise make that possible by including messaging on website sliders, product and company tag lines, and your elevator pitch. Messaging brings it all together.