What Do You Say and How Do You Say It? - 6 Steps to Crafting Impactful Messaging and Positioning
Messaging and positioning are more than just words—they’re the foundation of how organizations and individuals connect with their audience, differentiate themselves from the competition, and create meaningful engagement. Here’s a six-step roadmap to effective messaging that elevates brands and drives measurable outcomes.
Step 1: Establish a Clear Core Message
The core message serves as the foundation that all communications are built on. It must be straightforward and impactful, addressing the overarching goal of being "surprisingly relevant" to stakeholders.
Essence of the Message: What do we want audiences to think, believe, or do differently?
Key Attributes: Simplicity, relevance, and alignment with organizational values and vision.
Step 2: Develop Primary and Secondary Message Pillars
Primary message pillars represent the foundational themes that define the brand, while secondary pillars provide additional layers of detail and support.
Primary Message Pillars
Elevating Relevance: Positioning the organization as indispensable to its stakeholders.
Differentiation: Highlighting unique aspects that set the organization apart from competitors.
Value Proposition: Focusing on benefits that resonate most with the audience’s needs.
Secondary Message Pillars
Support the primary messages with specific proof points, success stories, or metrics.
Offer depth and context to build trust and credibility.
Step 3: Identify Barriers and Opportunities
To refine messaging:
Conduct an internal audit to assess strengths and gaps.
Map out the competitive landscape to understand differentiation opportunities.
Use the RETURN framework (Awareness–Engagement–Conversion–Advocacy) to identify where messaging can have the most impact.
Step 4: Craft Support Points
Every key message must be supported by robust reasons to believe, including facts, success metrics, and testimonials. These add depth and credibility, turning high-level claims into actionable insights.
Example: If the key message is about operational efficiency, include case studies or metrics demonstrating measurable ROI.
Step 5: Develop a Call-to-Action (CTA)
Effective messaging ends with a clear, compelling CTA that guides the audience toward desired outcomes, whether scheduling a demo, attending an event, or downloading a resource.
Key CTA Elements:
Clarity: Make it actionable and easy to understand.
Relevance: Tie it directly to the audience’s needs or pain points.
Step 6: Create a Plan of Attack and Measure Success
With messaging established, the next step is to operationalize it through a strategic communication plan:
Content Deployment: Use the messaging across campaigns, social channels, events, and customer interactions.
Measurement: Track success using KPIs tied to awareness, engagement, conversions, and advocacy.
By following this structured approach, organizations can ensure their messaging and positioning resonates deeply with their target audiences, cutting through noise and driving real impact. Let your messaging tell a story that inspires belief and action.