OK, I’m tired and a little cranky and I’ve had WAY too much chocolate, so I’ll just hit you with the question upfront:
Does your organization have a strategic messaging framework?
- If your answer is ‘yes’, you may be excused right now; feel free to pat yourself on the back heartily, go forth, and conquer!
- If you responded ‘no’, then please take a seat, because this blog’s for you.
If you don’t have a current strategic messaging framework in place to hang all of your communications from, I’d be willing to bet that your website, your Facebook page, your trade show collateral, and a whole bunch of other stuff is not performing as well as you’d like.
If you don’t have messaging in place and in the hands and minds of everyone across the company (it’s not just for marketing and sales folks anymore!), it’s likely everyone is communicating about your company differently. Your customer is getting wildly inconsistent messages, and they don’t know what to believe.
Would you do business with a company that kept you guessing?
Putting together a messaging framework isn’t exactly rocket science, but there is an art to it. If you’re in a crunch and you need to come up with one fast, here’s a cheat sheet of what you should include at the very least:
- Value Proposition – Why your customers want and need what you’re offering, and how it benefits them
- Audience – Examined by industry, job title, and what they care about
- Messaging Pillars – What are the core 3-5 things you want your audience to know about your offering?
- Messaging by Audience – Lists of how each of the core pillars translate for each individual audience segment
Still feeling a bit overwhelmed by the task? Just contact me, and I can help you get some messaging in place so everyone in your company can start communicating confidently and consistently with your customers, partners, and the media!