You know the saying from the film Field of Dreams, “if you build it, they will come?” While that holds partially true for businesses, you also have to tell the proverbial “they” why they should come. Just existing isn’t enough.
While there is no shortage of business strategies, marketing tactics, and sales pitches, to elevate and amplify your service or product, there’s one element in particular that often gets overlooked by too many brands: your message. We get it; it’s a fast-paced world and many companies are moving at Mach 10 speed just to keep up. But having the right message should be the foundation of your brand – from your go-to-market strategy to your internal communications – whether you’re a budding startup or an established corporation.
The evolution of your message
If we’ve learned anything over the last few years, it’s that the world is in a constant state of flux and things can change on a dime. What resonated with your audience nine months ago may fall flat today. And your message should account for that. Just as seasons change, so do trends, technologies, consumer preferences, and universal world events (that oftentimes impact the former). Remember when COVID-19 dominated the headlines, and businesses scrambled to adapt? Then came the era of recovery and resilience, followed by the rise of AI and automation. It’s enough to give one whiplash.
Suffice to say, your message needs to be one that evolves and adapts in a way that’s relevant and responsive to current realities.
The consequences
Simply put, if your company is stuck pumping out an old message, people are going to notice and you will inherently deem your brand as out of touch. In today’s market, the brands that succeed are those that are able to connect with their customers, and if your message doesn’t acknowledge the very real pain points they’re feeling today, then your brand won’t resonate. As a result, it’s likely that your overall marketing efforts – from your website and newsletters to social media – won’t be as effective, which will also impact your sales and customer experience efforts. And ultimately, your win rates will suffer.
Crafting the right message
So, how do you craft the right message? Here are some high level tips:
- Understand your audience: What are their needs, desires, and pain points? What keeps them up at night? By ensuring your message speaks directly to these concerns and offers solutions, you not only alleviate fears but you also communicate that you understand your customers and where they are coming from. This type of emotional connection will ultimately help you not only make a sale, but maintain a longstanding relationship built on a foundation of trust.
- Lead with the value you provide: There’s a self-help quote that sums this up pretty well: “You’ll stop caring what people think about you when you realize how seldom they do.” The reality is, people don’t care so much about you/your brand, per se – they care about how your product or service is going to solve a problem for them. This goes back to the first point we made. If you share up front what they can expect, and back it up with metrics from past successes,, you will hook them and convince them to stick around to learn more.
- Sometimes less is more: It can be tempting to be long-winded in an effort to convince would-be customers why they should choose you. But now, more than ever, people’s attention spans are limited. Sometimes keeping it simple is the most memorable and impactful.
- Figure out what makes you different: Because it is crowded out there, y’all. In a world where everyone is trying to be like everyone else, I implore you to lean into what makes you and your brand unique. Find your voice, form an opinion, hone in on your point of view, and don’t be afraid to become a thought leader in your space. You will undoubtedly stand out if you do.
- Be timely and relevant: While we’ve already covered this a bit, your message should be connected to what’s happening in the world. That may seem obvious but like we’ve said, being out of touch is something we’ve seen completely destroy some brand reputations. Your brand isn’t static and like the world, it’s constantly changing, growing, evolving. As a result, your message should reflect this. Do you have a new project you’ve completed, a new product you’ve created, a different service you’re offering, or a new market you’re entering? The more you iterate your messaging, the more relevant and successful it will be.
- Test and communicate it: Once you’ve developed your messaging, test it and share it with your team. Ensure that everyone is on the same page, from the C-suite to the front lines. Empower your team to embody your message authentically, whether they’re closing deals or engaging with customers.
If you get these things right, everything else will fall into place.
As you build and continue to grow your business, the above tactics for developing your messaging will help ensure it’s one that conveys your values, resonates with your audience, and sets you apart from the competition. From there, everything else falls into place. Not only will the right people come to see what you’ve built, but they’ll be active participants that buy and engage with your offerings, and ideally, become your biggest advocates.
If you need help creating authentic and timely messaging that can evolve as the world and your business does, Sublime Designs Media is here to help. Just reach out at [email protected].