What are you trying to say?
As a communicator, I’m always intrigued by language and how people speak about themselves. It’s very interesting to hear what they choose to share, and I can’t help but psychoanalyze and try to decipher what they are actually conveying about themselves through their word choices. And, I can’t help but think of different ways of how I would have said it (an exercise my family truly enjoys).
I bring this type of analysis into my work. Companies come to Mottis looking to better connect with existing and new clients or users. The first things I ask about are 1) what you want your clients to think about you and/or do and 2) what you are telling them now. Figuring out the gap between these two things helps us determine how to say or do things differently to create a message and perception of the company that is more in line with what their clients expect.
There’s certainly a lot more that goes into how we can help bridge the gap. For instance, researching your target audience will give you a much better read on their perceptions and the changes they need to hear/see to believe your company’s message. However, there are a few things you can do to make sure you’re sending an interesting message consistently.
3 (Quick) Tips for Messaging:
1. Be consistent. A message must be consistent to be remembered. Everything you put out about your company, from the website to brochures, should carry the same type of message. Talking about your company in the same tone and manner each time will help you reinforce your brand and send the same message to your audience time and again. They will remember it.
2. Develop a core message. To help you with rule #1, create a core message, or what we call a message platform. This is essentially your central message about who you are, what you do and why it matters to your audience. This last part is critical. Always relate your message back to how the client benefits. And that’s benefits, not features. You should be able to answer the question, “So what?” with your benefit statements. This core message will set the foundation for how you talk or write about your company every time. Keep it simple and in language that people (not engineers and lawyers…unless you’re talking to engineers and lawyers) will understand. It will be more natural for you and actually make sense when you deliver it.
3. Know your audience. Think about your audience and what they need to hear to continue to listen to you or support your business. Connect on THEIR level. Though your message is about your company, it should always relate back to how it affects your audience.
Also keep in mind your audience may change. Maybe you’re talking to clients, prospects or potential new hires. Think about what makes them tick and speak to those drivers. You don’t want to change your core message each and every time (see Rule #1), but you do want to say something relevant to your audience. Speak to the audience’s specific concerns but always stay true to your core message.
Keep these tips in mind and you will always have something meaningful to say. Who wouldn’t appreciate that?