The Importance of a Clear Message
I f you h ad to d escr i b e you r b u si n e ss i n a few sh o r t s e nt en c es , w h at w o u l d yo u say ? W h at m e ss a ge d o yo u wan t you r a u d i en c e to re m e mb er ? T h at ’s t h e ke y to c l e ar m e s s a gi n g , ac t u al l y d ef i n i n g a c l e ar m es s age . T h i s m ay se e m ob vi o u s, h ow ever h avi n g a c l e ar, c o re m e s s a ge i s mo re t h an j u st d el i ver i n g a c l ever m ar ket i n g s l o gan – i t sh o u l d f u n d a m ent al l y rep re s ent yo u r b u si n e ss . A sk you r sel f, w h at i s i t t h at m ake s yo u r b u si n e ss d i f fer ent f ro m yo u r c o mp et i to rs ? T h en f i n d a w ay to convey t h at m es s age u s i n g c l e a r, s i mp l e, c o n c i s e , an d e n gagi n g l an gu age .
I f you r m es s age i s n ’ t cl e ar, i t ’s mo r e t h a n j u st t h e m e an i n g t h at m ay b e l o st ; amb i gu o u s m ar ket i n g c o u l d b e d am a gi n g yo u r b ran d , an d recover y ca n ta ke a l o n g t i m e . M ar ket w i t h p u r p o s e , c o n su mer s ar en ’ t goi n g to t r y to gu e ss w h at you r m es s age i s ; i t s h o u l d b e c l e ar s i mp l y b y re ad i n g i t . A l l to o o f ten , m ar ket ers mi s s t h e m ar k w i t h ad ver t i s i n g c a mp ai gn s by t r yi n g t o b e to o f u n ny, too va gu e, o r by t arget i n g t h e w ro n g au d i en c e. T h at ’s n o t to s ay yo u c an ’ t u s e h u mo u r, o r cr e at e m ar ket i n g m at er i al t h at ap p e al s to a w i d e au d i en c e, h o w ever t h er e i s a r i gh t an d w ro n g way to d o i t .
W i t h t h at i n mi n d, h o w d o yo u c rea te a cl ea r me s sa g e t h a t re s o n a te s w i t h yo u r a u d i en ce a n d g i ves t h em a reaso n to remember yo u r b u si n ess?
Change Your Perspective W h en c o mi n g u p w i t h t h e p er fe c t m ar ket i n g m es s age , t h i n k o f you rs el f a s a p o t e nt i al con s u m er o f yo u r p ro d u c t o r s er vi c e, an d n o t as a b u s i n e s s o w n er. Fram e yo u r me ss a ge i n l an gu age you r au d i en c e w i l l u n d e rstan d an d r el at e t o ; u n l e ss yo u r tar get au d i en c e are al l fami l i ar w i t h i t , l e ave o u t tec h n i cal j argon an d comp l ex ter mi n ol o gy.
Be Consistent Bu t d o n ’ t b e r ep et i t i ve – t h ere ’s a f i n e l i n e b et we e n t h e t wo t h at you r b u si n es s mu st b e a b l e to b al an c e . Havi n g a c l e ar a n d c o n s i sten t m ar ket i n g m e s s a ge w i l l h el p b u i l d rec o gn i t i o n a n d t r u st w i t h yo u r fo l l o w i n g , h ow eve r c o n stan t l y reu si n g t h e s a m e m at er i al at e ver y o p p o r t u n i t y c an b ec o m e an n oyi n g . O n c e yo u h ave d e vel o p ed a key m e s s a ge , yo u c an c o nt i n u e to ad ap t an d evo l ve w i t h t h at m es s a ge. Us ers o f d i vers e med i u ms r esp on d to d i f fer en t m es s agi n g , s o i t c a n o f ten p ay o f f to h ave mu l t i p l e var i at i o n s o f you r key m es s a ge d i rec t l y t arget ed a t d i f ferent mar ket s egment s .
Be Cohesive With Your Brand Yo u r me s s a ge an d yo u r b ran d ar e n o t t wo d i st i n c t m ar ket i n g to o l s, rat h er t h ey sh ou l d a c t to get h er a s o n e. Yo u r m es s a ge i s si mp l y a n ext e n si o n o f yo u r l arger b ran d i d ent i t y, an d b o t h sh o u l d b e c o mmu n i cat i n g i n t h e s a m e voi c e . Ever y p o i n t o f i nterac t i o n a c u st o m er o r p o tent i al c u sto m er h a s w i t h you r b u si n es s h el p s to d et er m i n e h ow t h e y vi ew yo u r b u s i n e s s . Yo u r b u si n es s, yo u r b ran d , an d yo u r message sh ou l d al l b e tel l i n g t h e same sto r y.
Ul t i m at el y, t h e go al o f al l m ar ket i n g i s to c on n ec t p eo p l e w h o h ave n e ed s w i t h b u si n e ss e s t h at c an h el p m e et t h e m – w i t h cl ear m es s a gi n g , yo u c an s h o w c o n s u mers t h at yo u are t h e s o l u t i o n .
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