How your messaging can be clear and stand out at the same time
Organisations and business leaders often make a common mistake when describing their product or mission in the age of modern communications, choosing sales-message-heavy communications as a way to convert sales or affect opinion.
Published on December 7th, 2020 for College Green Group.
Organisations and business leaders often make a common mistake when describing their product or mission in the age of modern communications, choosing sales-message-heavy communications as a way to convert sales or affect opinion. Buyers and supporters are affected less by ‘brand’ style messaging, and have much more genuine reactions to authentic communications which speak from the heart, whilst also selling a product or cause.
It’s important that your messaging resonates with the correct audience. This is called Customer Discovery, which requires a strict social media strategy and is hard to establish.
There is a four-pronged approach to developing a clear and concise messaging strategy.
- Identifying and defining your brand – The style, colour and tone of your branding should be focussed towards your target audience. For example, you might use a different colour scheme for women in their thirties, than you would with male retirees. The same rule applies to organisations and businesses, because irrespective of the organisation type, internal and external audiences are all different and should be communicated with as such.
- Your position – Your position statement should clearly define what you do, what value you offer and how what you’re providing can help others.
- Clear messaging points – Humans can only remember so many different messages at once. On average an individual will be exposed to 6,000 – 10,000 ads per day, so keep yours simple and memorable. Develop 3-4 points that develop and lends weight and colour to your position statement.
- Outside perspective – It’s important that your messaging strategy is properly tested. Ensure that all of your messaging goes through proper split testing and is checked over by colleagues or an external consultant, to verify your communications are clear and simple for your target audiences.
It’s important to keep your communications as accessible and digestible as possible. Put the jargon, buzz words and marketing hype to one side and use clear and direct language. To build a successful messaging strategy, you need a compelling product or mission and an easily accessible way to communicate what you’re offering and what the call-to-action is for your target audience.
The words used to communicate a product offering or mission statement are often left to the last minute, which is too late. Communicating a service or agenda is as equally important as building it. College Green Group can help organisations seeking to improve their communications strategy and create simple, salient and compelling messages.
For more information on messaging and communications strategies and how we can help you and your team improve, please contact email@example.com
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