Time to find your voice?
Can you explain exactly what your business offers? In a way that immediately evokes interest and curiosity with the right people? And sounds completely different from what your competitor is saying?
How about when prospective clients are hesitant. Can you answer their questions (before they even ask them)? Do you know what language to use to make your offer as compelling as possible?
Can you rely on your team to do the same?
Before writing any copy, you need a messaging strategy. This is where we figure out how best to communicate who you are and what you do. (Which is surprisingly hard when you’re deep in the trenches and KNOW your brand is great, but can’t quite put it into words.)
The right messaging has the power to cut through the noise, attract the best customers and inspire your team to make an impact.
You might notice your messaging is unclear if you:
Struggle with low engagement, either with employees or prospects – or both
Offer technical or complex products which need to be presented in a more compelling way
Have multiple people writing for your brand across different teams (resulting in a confusing mix of voices)
Creating your messaging strategy
We go through a proven 5-step framework to develop your messaging strategy, looking at:
What you’re currently saying and why it’s not working
What’s missing from your core narrative – your values, personality, voice, story
What your competitors are saying, and what they’re not – what space we can occupy
What your customers say about you, and how they talk
The core themes and priorities that will shape your messaging across all channels
The best bit? That high-level strategy feeds into your practical Messaging Map, containing useful examples of copy and content for real-life situations.
It’s a guide you and your writers can refer to on a daily basis, to make sure the messaging across your brand is as compelling and consistent as possible.
The impact of strong brand messaging?
‘‘I’ve been reading and re-reading your report. It’s sublime. Your explanation of the value we offer is fantastic. And the competitor positioning section was really very nice. Thank you very much for what we consider to be a really high-quality, meaningful piece of work.
You’ve really nailed a concise definition about our audience […] with a precision of thought that really reflects what our prospects do feel and the language that they understand.” Tim Cummings, Marketing Films.
Want to create a brand that people believe in?
Connect The Dots contains bite-sized tips, thoughts and inspiration for writing Connection Copy for your brand. I send it once a month.
