In order to make progress, it sometimes helps to refer to the past. In business, we turn to our company founders to remind us of the principles of our organization. We can also take a nostalgic look back at marketing icons to remind us of the basics of effective communication.
Change is constant in business. As companies grow and evolve, their messaging often remains static and can become inconsistent with the desired direction for the business. At that point, companies must take time to re-evaluate their messaging and ensure that is that is aligned with their core business strategy. This is something that OnMessage has experienced firsthand.
Recently we discussed critical indicators that tell you when a messaging makeover may be required. Once you’ve decided to invest the time and effort necessary to develop a clear, compelling and consistent messaging platform — what should you expect as you put it into action?
The saying: “A confused mind always says no,” is attributed to several philosophers—probably because it’s one of those profound but vague sayings that could’ve been said by Confucius, Ben Franklin or Tony Robbins. Regardless of who said it first, the bottom line is that it’s fantastic advice for today’s business leaders who want to improve how they connect with customers. Why? Because many companies inadvertently make prospects say “no” with messaging that doesn’t resonate with their needs/aspirations or confuses their target audience with inconsistent messaging throughout the sales process.
On Saturday the world will watch “the fastest two minutes in sports” as thoroughbred horses race to the finish line in the 2012 Kentucky Derby. While race fans place bets in hopes of a trifecta, what’s working behind the scenes is a marketing trifecta—email, social media and mobile marketing.