Every business needs a great message that is simple yet appealing. It’s no surprise that creating great messaging takes time and can be complex but it is worth the time and effort. When you’re able to effectively describe what you are selling, and its value, the impact is huge. It will give you the ability to engage with all stakeholders. To find new customers, build lasting partnerships, attract the best employees and secure that all important investment.

This blog post discusses the importance of getting your messaging right and our proven tips on how to do it.

Create Clarity

A clear brand message is the cornerstone of an effective strategy, both internally and externally. It ensures that…

  • Your team are aligned to the big picture, so that everyone is moving in the same direction and telling the same story.
  • Your audience aren’t confused or making their own assumptions about who you are and what you do, which may differ from your vision.
  • Your story is consistent across all touch points in your customer journey.

Strike a Balance

There are two components of a strong and compelling message. Both need to be present. It needs to:

1. Express what you want to say

Be specific about what you do and how you do it. Think about what people are actually buying from you versus what you are selling. For example, if you are a training company selling courses and workshops, what people are actually buying is your expertise.

Communicate your unique selling point (USP). Why should someone buy from you rather than your competitors? If you are selling a standardised product or service, the value may be in how you sell it (for example, payment terms) or your backstory (for example your ethical sourcing of materials). Don’t shy away from being explicit when explaining the value that you bring and why you are different.

2. Be of interest to your audience.

Create this curiosity by pinpointing the problems and pain points that your customers have and highlight how you solve them. Are you saving them time or money? Making it easier for them to be compliant? Taking away the hassle associated with your type of product or service?

A great way to spark this initial interest is to have a tagline or soundbite which in just a few words includes a key benefit, differentiates you from your competitors and is memorable.

Some of our favourites are…

  • Apple iPod: “1,000 songs in your pocket”
  • M&M: "Melts in Your Mouth, Not in Your Hands"
  • MasterCard: "There are some things money can't buy. For everything else, there's MasterCard”

Relate & Resonate

It’s vital that your audience can relate to what you are offering. What you say needs to resonate with them to draw them in, so they want to hear the rest of your story.

Ditch the jargon and speak your customer’s language. They need to easily understand what you’re saying and see that you’re familiar with their world. For example, if you are selling accountancy software to insurance companies, include industry specific phases that insurance companies will respond well to and expect to hear. Don’t bamboozle them with accounting terminology, this will not demonstrate your credibility.

In essence – your message needs to pass the ‘So What?’ test!

Invoke Action

Your messaging has the power to move someone to act, it’s important not to miss that opportunity. Without a call to action (CTA) you won't see the conversion rates that you should.

There are two objectives for a CTA. You need to…

  • Tell someone what they should do. For example, download a white paper, register for a webinar or learn more at your website.
  • Give them the motivation to do so. This is the ‘why’ and often the part of the equation that is neglected. For example, “Register today for our webinar to learn the essentials in becoming GDPR compliant and protect your business.”

Final Thoughts

To really compete, your business needs a great message that is simple yet appealing. It needs to create clarity and align your people to the big picture. It needs to strike a balance between expressing what you want to say and appealing to your target customers. It needs to be relatable and jargon free so that it can resonate. Finally, it needs to invoke action and create that conversion that you’re aiming for.

To read more about effective messaging, take a look at our blog post on what a Strategic Value Proposition is & why you need one.