Make Yourself Perfectly Clear™. It’s more than simply the Co-Communications tagline. It’s the credo that guides our work. From the imagery and copy on the homepages of our clients’ websites to the language in their presentations and collateral materials, ensuring a clear and consistent message that underscores who they are, what they do and why it matters remains our steadfast focus. Here are a few ways that clarity can help you to write better marketing messages.
Be crystal clear about why your message matters
Remember, nearly every business, nonprofit and individual is creating original content in this increasingly digital world. People are barraged with what can be a very overwhelming volume of information each and every day. If you want to grab their attention, you need to lead with why your message matters. Whether it’s a personalized email subject line that speaks to them directly – Anna, your subscription is expiring – or a direct mail piece with a call-to-action that will wow them – Renew your contract before December 15th and save 45% – your first impression needs to be strong and your value needs to be clear.
Be clear about what makes you unique
Every industry has its own competitive landscape. Whether you are a real estate developer, attorney, consultant, marketer, etc., you are competing against other members of your industry to attract and retain clients. Which begs the question – what does your company offer that clients can’t get from the competition?
Your unique value proposition – or brand differentiator(s) – are an opportunity to engage with your target audiences in ways that your competition simply cannot. They are opportunities to educate, inform and engage. When crafting your marketing plan and corresponding key message points, ensure your brand’s unique attributes are made perfectly clear.
Be clear about what you do
There are two distinct levels to explaining what a company or cause does. There’s the literal “we make widgets” and there’s the audience-centric version of that: “we make widgets that save CEOs time and money.” Tying what you do to the value it brings to your clients is critical to maximizing your returns. When prospective clients know that you understand their pain points, it helps to build trust in your brand and foster long-standing client relationships. When crafting messaging around what your company does, focus on the value and impact to the client. Avoid layering on intensive industry jargon or making the messages overly complex. Simplicity and clarity go hand-in-hand.
Be clear about who your audience is
The end user of your product or service and the final decision maker may not be the same person. Inside every organization, there are influencers who guide purchasing decisions and they are not necessarily the people who will directly use or benefit from what you provide. In some instances, this requires the development of tiered messaging and in others it requires communication to different audiences through different communication channels, each with their own unique set of message points. Regardless of which approach aligns with your business model, lead with clarity.
While making oneself perfectly clear seems simple in theory, it can be a challenge for organizations with a diverse range of products/services and target audiences. As you develop or hone your key message points, ensure your value is clear and your messaging is consistent.
Strong messaging is the foundation of an effective marketing/communications program. Download our guide to marketing/communications plans for helpful tips on leveraging your key message points across various communication channels with a laser focus on generating marketing ROI.
