Author Archives: Marcus Schaller

Writing clever copy won’t help much if you’re unwilling to make the tough choices about what your company does and who it serves.

The first step to clarifying your company’s competitive advantage is to stop chasing what’s on the outside (your competitors) and start taking a closer look at what’s on the inside.

When you tap into your company’s unique strengths, you harness the combined talents, interests, and skills of your people—and put it in the service of your mission and purpose.

Every company, just like every person, has its own unique set of strengths and weaknesses.

When you take a cold, hard look at your company’s messaging—the way that you express your brand story, value props, selling points, hooks, and benefits to prospects—what do you see?

Think about what the lack of alignment around messaging may actually be costing you. How much longer it takes to create successful campaigns and projects, and the lack of impact that unfocused, incoherent messaging has on the people you’re trying to influence.

Don’t spread yourself too thin by trying to fix all of your messaging alignment bottlenecks at once.

Without a central point of truth for collecting and evaluating messaging ideas, things can get pretty messy. Every time you create a new piece of marketing or sales content—a blog post, sell sheet, social media campaign—internal feedback gets trapped in a black box.

With so many voices to consider within your organization, aligning on a coherent messaging strategy can feel impossible.

Skipping past getting internally aligned on important messaging strategy decisions can come back to haunt you down the road.