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Creating clear, concise marketing messages seems simple, right? Unfortunately that’s the belief of many marketing teams and organizations who give corporate messaging too little time and attention. As David Packard, co-founder of Hewlett-Packard once said, “Marketing is too important to be left to the marketing department.” As a marketing professional, not only am I not offended, I fully agree with him. Marketing is the face of your company – how you present yourself to the world. It is a job that needs to permeate an entire organization, and creating the right messaging is step one. But where do you begin, and why do so many companies seem to struggle?
#1 Think Like Your Customers:
We all have a tendency to look at the world from our own perspective - but when you are talking to customers you had better be speaking their language. In other words, it’s time to walk a mile in their moccasins and look at your company and products from their perspective, not yours. This means communicating about things that you might not normally think about – what’s in it for them? Why will your products or services make life better for your customers and prospects - Does it save them money? Does it save them time? Does it make them look good in front of their boss?
Many technology companies like to focus on the latest upgrade or new product features they have been working on. There is nothing wrong with this approach so long as it focuses on your customer. Instead of describing a list of new features or a new product, in effect talking about you, explain how this new upgrade will improve their day. How will it make their life easier? What will they be able to do better, faster, cheaper than they could before? What problems are you solving?
#2 Identify Your Value Propositions:
Once you figure it out, these are your unique value propositions. A unique value proposition identifies your target buyer, the problem you solve, and why you’re so much better than your competitors. But don’t be fooled- it sounds easier than it is. Finding the answers to these questions may require some research. Ask your sales team for customer feedback, host a survey or a user forum, or consult with industry analysts. Either way, make an effort to really understand the market pain points and challenges and how you can help solve them.
#3 Stay Focused:
In marketing, we often find ourselves answering to various audiences- from product managers and the sales team, to account managers, business development, human resources and even the CTO and CEO. But trying to please everyone can create a very confusing message. The most important audiences from a marketing perspective are your customers and prospects- not your internal teams.
When it comes to marketing complex, technical products, it is time to remember that ‘Less is More’. No one company is all things to all people – and even if you are, don’t try to prove it. You want your customers and prospects to walk away with a clear idea of what you stand for.
#4 Write it All Down:
Once you begin to look at things from your customers’ perspective and to simplify the message, it’s time to write it down and get buy-in. Sounds easy enough, right? Unfortunately creating accurate and solid value propositions takes time and dedication. Great marketing messages have to be adopted by the entire company, from the bottom of the organization to the top. Every person needs to be steeped in the message of what sets your company apart and why people should buy your products and services.
This ‘messaging framework’ is the foundation not only for all of your marketing materials – from your website to your company brochure to your presentations – but also every piece of internal and external communication that comes from customer service to the CEO. ‘Staying on Message’ is what helped create some of the most successful brands in the world today.
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