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18/01/2017

Identify your messaging strategy: Step 8 for developing an effective marketing strategy

Behind every good marketing strategy, there’s an effective messaging strategy.  You need to be very clear what you want your targets to understand about your company, before you start putting the word out. 

What potential customers, investors and collaborators understand about your organisation will be influenced by two things:

  • What you say – YOUR MESSAGE
  • How you say it – YOUR VOICE

Nailing your key messages and voice

If you have followed our earlier guides, you will now have all the information you need to identify your key messages and your voice/tone/style.  (If you haven’t, there’s a list of our earlier blogs with links to each of them at the bottom of this page.)

Go back through your notes and research about your goals, your ideal client avatar and how you meet your clients’ pleasure and pain, and analyse from these what your key messages need to be and what tone you need to use in your communications.  Your analysis might look something like this:

 
MESSAGE IMPLICATIONS
VOICE IMPLICATIONS
BUSINESS GOAL
Reach new customers 
Keywords critical
 
Expert solution provider
Warm
Friendly
Expert
Objective
IDEAL CLIENT
Professional
Expert solution provider
 
Quality service/product
Expert
 
Objective
Discerning
Educated
CLIENT PAIN/PLEASURE
No-obligation trial period
Reduce risk
Reassuring
Money-back guarantee
Knowledgeable staff
Expert solution provider  
Expert
Wide range of products
Knowledgeable staff
You understand my business needs
Personal service
Friendly
One point of contact
Direct phone number to acct mngr


As you analyse your research, you will see recurring themes; the more often something crops up, the more essential it is within your messaging.  Keep on honing down your key messages and voice implications until you have distilled them into the kernel that will be the heart of your messaging and marketing. 

The heart of the matter

If we carried on working through the above example, the key messaging and voice strategy could emerge as:

Your friendly experts

Of course, there will be secondary and tertiary messaging, but these should always reinforce your key messages.  And your voice should always be consistent, across all your marketing communications.

Getting your team on board

Your messaging strategy is going to underpin your formal marketing communications strategy, but is has another essential role: it should also inform all the customer-facing activities your team make. 

This is important: every member of your staff is a brand ambassador, and every customer-facing action they undertake should reinforce your brand and your key messages.  Whether it’s answering the phone or giving a presentation at a networking event, their message and tone should convey your key message. 

The simpler your key messaging is, the easier it is for everyone in your organisation to understand it, buy into it and manifest it when they engage with people outside your organisation – so it’s worth taking the time to nail it, for both your formal marketing communications and the wider implications for your customer relations and brand reputation.

To discuss how Sharp Minds Communications can help with your marketing, email communications@sharpminds.agency

 

Want to know more? Read the rest of our series on developing an effective marketing strategy:
Step 1: Set your goals
Step 2: Set your budget
Step 3: Know your competition
Step 4: Know your clients
Step 5: Talk to your clients
Step 6: Know your clients’ pain and pleasure
Step 7: Know where your clients are

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