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Avoiding the Default “Trying to Be Everything to Everybody” Messaging Strategy

Is your company’s messaging designed to engage your ideal prospects and customers? Or is it more broadly focused on your total addressable market—with generic value props, selling points, hooks, and benefits that you hope will appeal to every possible customer type equally?

Trying to serve “everybody” can make sense, but only within a very narrow set of situations, including:

Focus Your Messaging on the Right Prospects

Almost every growing company has two distinct types of customers…

Make the Tough Messaging Choices First

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.

Stop Chasing the Competition

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.

Your Company’s Superpower

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.

What Are Your Company’s Core Strengths?

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

Look at Your Messaging With Fresh Eyes

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?

The True Cost of Messaging Alignment Bottlenecks

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.

Prioritizing Your Messaging Alignment Bottlenecks

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

Your Messaging’s Central Point of Truth

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.