Whether you are focused on marketing for a campaign, a bid, product or an entire organisation, you need to think seriously about who you are, what your unique selling point is, and how that is wholly compelling to your customers.
That’s why our standard approach to messaging is designed to produces substantial documents (sometimes as long as 20 pages) organised around a clear combination of ‘super message’ plus supporting messages.
Structurally, the ‘super message’ is in the form of ‘Who?’, ‘What?’, ‘How?’ and, sometimes, ‘Why?’. We tend to focus on just five or six supporting messages, sometimes grouped according to target audience. Too many, and there is a risk that the messaging can become diluted.
In-depth messaging such as this – based upon research and interviews – creates a compelling set of messages that truly reflect your competitive difference. Because the process necessarily involves key stakeholders, it makes it possible to refine and document the messaging that will be used across a business.
Moreover, because the messaging documents we produce are so substantial, they can be used to underpin every single communication activity around the business. You can direct and empower sales, marketing and PR activities both within your company as well as those produced by external agencies. This ensures that all communications are consistent – even those produced at arm’s reach from your business. Indeed, the value can be extended yet further to areas such as customer service, support and internal communications.