Author Archives: Marcus Schaller

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.

Another common bottleneck to creating effective messaging is trying to cram in too much information. Accommodating too many stakeholders with too many opposing perspectives and opinions—with nobody acting as the final decision-maker based on a central guiding strategy.

One of the most common bottlenecks to alignment around messaging is conflicting input from multiple stakeholders. Each contributor may have a very different perspective about product messaging, company branding, and target customers.

Why is getting aligned around messaging so hard? Think about your typical situation with a rebrand or product launch. Ideally, you’re able to get everybody on the same page, aligned around the sweet spot between your product or company, and the customer and their needs.

A messaging strategy isn’t just a description of what your messaging will say, like “We’ll highlight our amazing tech.” Or “We’ll focus on reaching SMB founders.”

One common obstacle to creating strong messaging is conflicting perspectives about which value props, selling points, and benefits to focus on. So how do you get everyone on the same page?

How do you avoid creating unfocused, generic, and watered down marketing? By first aligning on the right “red thread,” a central guiding messaging framework.

When facing a messaging strategy problem, do you tend to start by looking for better answers, or by asking better questions?

Messaging strategy = problem solving.