The power in getting your messaging right

It can be so easy to fall into the trap of quick, predictable, mediocre messaging. "We are the best at this", "we offer quality that". Whether it's true or not doesn't matter. The issue arises when everyone is saying the same thing in the very same way. The further you go up in business the more sophisticated your competition, and the devil in the details starts revealing itself.

Customers have become smarter, requiring a unique approach that's not too salesy and has genuine intent to improve the customer's life or business. While there may be numerous approaches to this, the best way is to tie it around your brand and what it stands for. Making the brand an anchor so you don't steer too far away from your center. 

Good rules to go by are

1. Your messaging needs to be "on brand."
2. Your messaging needs to tell a story.
3. Your messaging needs to run consistently on all platforms, whether digital or physical.
4. Your messaging should have impact beyond the initial sale.
5. Your messaging should reflect your customer's values and interests as well as yours

Your brand is who you are and what you represent. It’s your values, your mission, and your voice. It’s everything that makes your business unique. Your audience will never be able to connect with you if your messaging isn’t ‘on brand.’ It will fail at it's very foundation, so why even waste time messaging it? Your marketing message is your first point of conversion and your first to last communication with your customers. It should feel like your personal conversation. It’s your opening salvo.  

Your messaging needs to run on all platforms, whether digital or physical.  Research has revealed that, on average, we tend to remember information in a 2 to 5 second frame of reference. For most items, it takes just a few seconds to form an opinion on them. With your language, you take the first few seconds to consider the benefits that that your product or service adds to a person’s life. Remember, words are just a frame of reference. It does not matter if you use the exact same word 3 times in one sentence. If you leave out the details, people will be left with their first impression, which is often not the full picture of those benefits. In the same way, your brand needs to provide a mechanism for customers to remember the details and then categorize them into either positive or negative.

Your messaging should reflect your customer's values and interests as well as yours, whether you're selling a tangible product or a service that helps people solve their problems and achieve their goals. Your identity is your company’s story and statement about what you are. But it is not solely about products and services. Good people, good ideas, good customers — these are all you should focus on. It’s easy to fall into the trap of hoping that your market research will reveal this, but most of it is unconscious. If it is not using language that reflects who you are, you will end up spending a lot of energy sharing the same values as others while losing out on who you are as a person. Having a consistent visual language across your website and social media channels will help make your company look more authentic and help people remember who you are. 

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