Connecting with your audience is perhaps more challenging than ever. As customers we have become increasingly demanding, and there is a growing need to gain trust through transparency. Therefore, messaging today is about far more than simply describing your product or your service. Instead, messaging is key to engaging with your audience, connecting with, and gaining their trust.
A few thoughts to consider to ensure your messaging is on point:
1. Who do you think you are?
Even if you’re an established and long-running business it may be worth revisiting your positioning statement and brand messaging. This can be by create a messaging house, or using the Golden Circle model – the why, how, and what. There are many other tools that can help you map out, break down and define who you are.
2. Keep it simple
Let’s face it, we all have a lot going on in our lives and are constantly bombarded with information. It’s not just younger consumers who want sharp and punchy messaging, so cut out the waffle! Make sure you create messaging that is compelling, concise, and consistent – that gets straight to the point.
3. Full transparency
There is not much you can get away with these days without being found out! It’s important to create messaging that is clear and transparent because customers want to know your story, who you are, where your product is produced and how. So, tell them! But do so in a way that is going to catch their attention and connect with them. It is all part of building trust.
4. Consistency is key
With your carefully defined and compelling messaging – that tells your story and will reach and engage your audience – you need consistency. It is critical that all your communications, across all platforms, are aligned and send the same message. Whenever and wherever your customer or potential customer hits one of your company’s touchpoints, they will know exactly what you are about. You will develop trust, and with trust comes sales.
In brief, messaging is essential to give your audience the best vision of your business.
At Editing Edge, we can help you create messaging that is clear, punchy and compelling. We will ensure it is interlaced throughout all your written materials, from your website to your annual report, from presentations to conference speeches.
