After more than a decade of running a marketing agency, I’ve learned a thing or two about what helps a business stand out and how a brand gains traction.
If you’re anything like me, the pretty visuals attract you. From the colors, to the textures, to the hidden meaning within a logo (sometimes so subtle that it may be years before you notice), it all captivates you. But here is where the first trap lies: focusing on visuals first.
With a million distractions competing for our clients attention, the difference maker is in the messaging. Allow me to elaborate.
Messaging are the words we use and craft together to convey the value you add in the marketplace. Marketing is the tool we use to make your message easy to understand.
But why does this matter? I’m so glad you asked!
First, there are “rules of engagement” when it comes to telling a great story. Regardless of HOW you’re telling the story, the person on the other end does not want to work hard to understand what you’re asking them to do. Said another way, when your message is clear you invite (and keep) your ideal clients in a story that’s all about how they win over their current challenges.
I hear this a lot:
“But Kathy, my competitors are killing it online and there’s no time to spare to think about messaging! I need butts in seats and money in the bank. We needed to have gotten started yesterday!”
There’s a magic word I use on client calls that if applied, would help many of us get unstuck in our marketing, in growing our business and if we’re honest, in life! It’s a word I both love and struggle with depending on the season I’m in, but it’s one I keep coming back to time after time.
CONSISTENCY.
Don’t believe me? Let me show you the power of this practice.
Match the brand to the messaging:
Consistency can sometimes be the hardest part. Marketing shouldn’t be. When you commit to keeping a cohesive message (and cohesive brand), there’s no more wondering what to say or how to say it. It’s about repeatables. It’s about making an imprint so simple that your 8 year old could remember it.
When you deviate, you violate.
The irony of parsing out your messaging is that a good chunk of it will have very little to do with you, and a lot more to do with your client – the hero of the story!
And that’s what makes it great.
Understanding your clients pain points and challenges, how they think, and what they appreciate is critical. Knowing the unique solution you provide and the values that you stand for creates a north star that your team and brand can get behind.
Which is why, starting with messaging BEFORE developing your visuals is essential. Your messaging WILL influence your branding, from the colors used to the design that will appeal to your target audience.
When you pair airtight messaging with strategic design and the right marketing channels (with consistency!), you’ve hit the marketing trifecta!
Ready to have absolute clarity in your messaging? Schedule your Discovery Call today!
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