We often find that the first task for any organisation is to clarify their message. It sounds so simple doesn’t it? All you need to do is define exactly what it is that you’re trying to say. But so often, so many organisations get it wrong.
So how can you expect potential customers to understand what it is that you’re trying to say, if you don’t fully get it yourself?
Here’s our top five messaging do’s and don’t’s. They might seem obvious, but all too often we see organisations in the spotlight who haven’t quite got it right.
1. DO make sure your team knows what it is that you’re trying to say
And by this, we don’t really mean just the team responsible, but the whole organisation. Internal communications is absolutely key to getting accurate and consistent messages across. If one team is launching a new product or idea, the first task must be to ensure that everybody in the organisation knows exactly what they’re doing, and critically, why the organisation is doing it.
2. DO ensure digital (as well as traditional) channels reflect your new message
So often, an organisation will launch something new, only for their website to still be talking about last year’s offering. Or an organisation will adapt their messaging but forget to update their social media profile, directory listings and other digital accounts. Make sure that your messaging is consistent across all channels.
3. DON’T ignore existing customers
There is no point in undertaking an advertising campaign and promoting something, if it doesn’t fit with your 3 million customers. Think about what your existing customers and supporters tell you. Use the data you have on your customers to inform all these decisions.
4. DON’T lie in your messaging
If you’ve said something just to increase sales, without knowing whether you can actually deliver, you risk losing existing customers as well as new ones. Messaging must always be true and accurate.
5. DO believe in your core message
If you’re saying something just to get column inches, instead of actually believing what it is that you’re saying, you will soon get found out. You risk seriously damaging the reputation of your business. Also, it’s far harder to sell something that you don’t believe in than something you do!