Too often, companies dive into creating a website or major marketing effort without any kind of strategy. This can make messaging, targeting, and brand voice all over the place. However, having the right messaging can create effective communication and help build lasting relationships with customers. This article will guide readers through the basics of messaging, including how to create key messages and a value proposition, build a messaging framework, and choose between horizontal and vertical messaging.
Identifying key messages and creating a value proposition is the first step. Focus on the information that customers care about, not what the business thinks is important. Researching customer needs, sales history, and competitors can help create a clear, concise statement of what matters to the target market. Having three key messages and proof points to give credibility is also helpful. Lastly, decide whether horizontal or vertical messaging is right for the company.
Once the messaging framework is complete, it’s time to implement it across relevant channels like the website, email marketing, and social media. With clear, consistent messaging, the marketing will be more effective. It’s important to review the messaging often to ensure it's conveying the right information. For more advice, readers can check out the book “Stop Random Acts of Marketing.”
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