For many organisations it can be difficult to encapsulate everything that is important about them in to one short, snappy sentence. There are so many messages you want to convey, that it can be challenging to know where to start! Consequently, many organisations try to communicate all their messages at once.
But that leads to confusion – and you end up not being known for anything.
The key is to have a set of key messages and develop a messaging strategy.
When thinking about your key messages it is important to think about your audience. What do they want to hear? What will motivate them to engage with you? It is very common for organisations to think only about what they want to tell people rather than what their audience wants to hear.
Shifting your focus onto what key messages your audience needs to hear from you, to prompt a certain reaction from them, is a good starting point.
That means focusing your attention on one or two key messages that will motivate your audience to engage with you.
Once they have engaged with you, that is your opportunity to tell them other important points about your organisation.
It’s better to say one thing 10 times, than 10 things once. It might seem boring to you to be constantly repeating the same key messages, but remember, your audience won’t see it that way. Not every communication will reach every audience member, so you need to keep repeating your key messages to ensure they cut through.
The key messages you choose to start off with don’t have to remain your key messages forever. Your messaging strategy should be revisited regularly to see if it needs to be adjusted. Reasons to adjust your messaging strategy could be because it has been effective, and your audience now understands your key messages and associates them with your organisation; it could be because your organisation has changed its overall direction and the messaging strategy needs to evolve in line with that; or it could be because your strategy isn’t working, and the messages aren’t landing.
If you’d like to know more about how we can help you you to define and develop a messaging strategy for your organisation, please book a short no-obligation conversation or email email@example.com