How do you avoid creating unfocused, generic, and watered down marketing? By first aligning on the right “red thread,” a central guiding messaging framework.
Continue reading “Alignment Bottlenecks”Blog
Better Answers or Better Questions?
When facing a messaging strategy problem, do you tend to start by looking for better answers, or by asking better questions?
Continue reading “Better Answers or Better Questions?”The Stories We Tell Ourselves About Messaging Problems
Messaging strategy = problem solving.
Continue reading “The Stories We Tell Ourselves About Messaging Problems”The Misguided “More” Strategy
Persuasive messaging isn’t about adding “more.” More value props, more benefits, more data, more content, more social posts—more noise.
Continue reading “The Misguided “More” Strategy”Do They “Get” It?
“People don’t buy the best products, they buy the products they can understand the fastest.” Donald Miller
And the product messaging they understand the fastest is always about them.
Continue reading “Do They “Get” It?”3 Steps to Bad Messaging
3 steps to creating really bad marketing collateral that nobody reads:
Continue reading “3 Steps to Bad Messaging”Make the Hard Decisions First
An effective messaging strategy starts with making the hard decisions.
Continue reading “Make the Hard Decisions First”Where’s the Focus?
“Focus your message on the customer, not just your product” is Marketing 101.
And yet…
Continue reading “Where’s the Focus?”Mixed Messages
If Marketing, Sales, Product, and the CEO all think your messaging should focus on a different thing, the solution isn’t to just combine them together so that everyone’s perspective is included.
Continue reading “Mixed Messages”Aligning on Messaging
Coming up with compelling messaging is always a team effort. You might start with a sense of what will best resonate with your ideal customers.
Continue reading “Aligning on Messaging”