Category Archives: Messaging Strategy

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.

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.”