Which messages will resonate best with your customers?

October 6, 2009 at 8:44 pm Leave a comment

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If you’ve been reading this blog for a while, you know that marketing is a lot harder than many people give it credit for. Doing good marketing is even harder. So take my advice when I say this: the message you convey to your audience is a) vitally important, b) very difficult to target, and c) extremely challenging to get right. If you don’t understand a), b), and c), you’ll be relegated to d) crappy sales, poor marketing materials, and unrealized potential. Is there any hope?

Of course there is. C’mon… you know I’m an optimist…

Like everything else, messaging takes a solid plan and good execution. If you have a lot of different customer-facing teams in your organization, you want to make sure everyone is saying the same thing, and in the same way. Your best bet is to create a Core Messaging Platform, a systematic, strategic document that accomplishes several important tasks:

  1. Centralizes your messaging in one location so that everyone in your company is literally on the same page.
  2. Defines, shapes and drives all of the outbound communication for your products and services.
  3. Consists of a series of overarching messages, high-level/benefit-based core messages, and supporting messages that elaborate on key ideas.

If you take the time and effort to create this “one-stop shop” for your messaging needs, you’ll be amazed at how much easier and more effective your communication efforts are.

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Entry filed under: Best Practices, Branding, Marketing, Marketing Communications, Messaging, Sales Tools, Strategy. Tags: , , , , , , , , , , , , .

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