Why Most Companies Are Failing in Strategic Messaging

Added by myxys 7 years ago in
Content Marketing
Copywriting
Customer Growth
Growth

READ FULL ARTICLE on how to design Strategic Messaging:


Before we jump into a specific real world example of how to create a strategic messaging map, let’s first highlight what makes effective strategic messaging: why certain messages are effective and others aren’t.

Messages should be consistent

Consistency reduces opportunities for miscommunication. Consistent messages are more likely to become memorable. Consistency improves message effectiveness, that’s why advertising works — it consistently repeats a simple message over and over again.

Brevity and simplicity leads to clarity

Avoid fancy words and use more conventional language. There is a place for longer product copy or longer content, but strategic messaging is not that place.

Our consciousness consists of the thoughts, feelings, and sensations that we are aware of at any given moment, and it represents a very limited view of reality. We can’t consciously pay attention to every detail, so the brain takes all the words and implied meanings and summarizes them into a momentary thought.

When too much information is communicated, our unconscious process arbitrarily chooses which words seem most relevant in the moment. Most of us believe it’s best to give more detailed descriptions, not realizing that the audience can only focus on four tiny chunks of information and for a very brief period of time. Irrelevant speech disrupts patterns and interferes with judgement and learning.

Define, don’t assume

Don’t assume that your audience understands terms that you use in your communication. Companies live in bubbles, employees use the same terms and very often the meaning changes from one company to another. Define terms that you use internally, and when necessary define them for outbound communication. Even simple terms such as “analytics” can have multiple meanings and interpretations.

Startups often make the mistake of creating positioning and messaging based only on their internal expertise and product features. This approach entices founders to describe their products using industry jargon, complicated technical details, or buzzwords.

Often we don’t know the difference between AI and machine learning, but these words are often used as if everybody understands them. And how about “cloud-based” and “big data”? Do your customers actually know what they mean?

Avoid superlatives and buzzwords

You would think that in 2016, companies would realize how big of a turn-off superlative words are — “state of the art”, “best in class”, “world class”, “leading” — but many don’t.

Don’t change the message too often, preferably never

This is related to consistency. You can’t release a new strategic messaging framework every 6 or even 12 months. It’s okay to test new messaging ideas in the field, but anything that impacts the brand as a whole needs to be done incredibly carefully. Perception about your product and company aren’t easy to change. Position your strategic message for the long term.

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