Get the Message to Get Results
Design is the visual interpretation of your verbal message!
Before I begin any project, it is my job to find out the value of the product or service being offered. I do this by asking questions such as:
- How are your products and services different from your competition's?
- What do your customers think of your business? How are you perceived?
- What value do your products and services bring to your customers?
- How do you want prospects and customers to engage with you?
The answers to questions like these are the foundation from which I can create a successful campaign that will deliver results. If my client can’t clearly articulate compelling answers, then we need to step back and make sure they have a strong message before we begin.
This month we’ve invited Maureen Condon, principal of Precision Marketing Group, to answer questions about how to create a strong, compelling company message.
Get the Message, Get Results
Why is a company message so important?
Your company message or, as we like to call it, your company story, answers the critical "So what?" question. Many companies believe it's enough to tell prospects and customers all the details and features of their products and services. But your audience really only cares about one thing - the value of your product or service in their lives, how it can make their lives better, easier, healthier, richer, etc. Whether a company sells a consumer product or a B2B service, having a strong company message helps to move sales conversations away from price and makes it easier for people to buy.
Where does a strong message come from?
A company message can be found at the intersection of 3 things:
1. Your company goals - how do you want to be perceived?
2. Your customers - what do they value most about your offerings?
3. Your competition - is there an opportunity for your company based on what competitors are not saying?
What are the qualities of a strong company message?
The best company messages sell the benefits of a product and service. They clarify how customers are better off by doing business with your firm. Strong company messages are authentic and proven - your business can stand behind them comfortably and confidently.
What mistakes do people make when it comes to messaging?
The biggest mistake people make is failing to invest in laying a strong foundation for their company. Many firms rush to get out and sell their products and service without understanding how to articulate their value in a compelling way, in a way that resonates with prospects and customers. When you don't communicate the value of your offerings, you will be forced to compete on price.
Thank you to Maureen for her great insights!
At DesignQuest, the goal of any project is to help our clients position themselves to successfully sell their products and services. A compelling message, combined with a strong brand and visually exciting graphics, is how we ensure our clients receive creative solutions for unQuestionable results!