Messaging gets a lot - A LOT - of attention from both marketers and sales executives. For good reason too. An effective message is like a large lever (give me a lever long enough and I can move the world). Conversely a poor message will thrust you into a thorny patch of commoditization and irrelevance.
As you’d expect with something as important as a company’s messaging, significant time and money is spent on the effort. But stop for a moment and do the following:
- Look at your website
- Review your sales and marketing collateral
- Think about how sales conversations are started with prospects
Now, ask yourself, “what is the message we’re conveying?” Are you happy with it? Does it stand out and resonate with customers and prospects? Is it a competitive advantage?
I know the answer for most of you is, “no!” I know this because in workshops I conduct across the country when I ask executives, marketers or salespeople to share their message, almost all of them start off stuttering and blathering about themselves. I can also look at the results of marketing and sales efforts and see that the message isn’t working.
Having been directly involved with the assessment and development of hundreds of companies’ messages, I’ve learned five key reasons that good messages fail.