Messaging – Focused, Simple, Engaging
Along with “brand building”, improved messaging is a common complaint within and outside the marketing team. However, setting out to define “improved messaging” is usually where the confusion starts: “we need a message map”, “we need a new tagline”, “we need a new web site”, “we need standard presentations”, etc.
Three things to consider when improving messaging:
1) Focus on target audience – Who are you talking to? IT, the business side, an executive or staff worker. This frames the types of issues they will be concerned about.
2) The right tools keep the message simple - A web site which can easily provide additional info? an e-mail, printed letter? A powerpoint where a sales person has he ability to present, listen, and respond?
3) Engage based on the context – How much the receiver knows about you and how much you know about them.
Start with your core positioning and keep these three things in mind and you will have all you create hard hitting, effective messaging. The challenging part is keeping it on target, concise, and consistent at the same time. Technology companies can learn a lot about messaging and marketing from other industries. Gopal Shenoy has a good piece on lessons from the presidential campaign.
Some of the companies I think excel and marketing and messaging include salesforce.com, and demandware. Check out their websites. They ooze leadership and success.
An example of one that leaves a lot to be desired is infor. Considering they are the third largest enterprise software company on the planet, their description of themselves on their web site is pretty ho hum.
Infor is the world’s third largest business software company. We develop and acquire proven software products that have rich, built-in functionality. Then we make them better. We invest resources into product innovation and enhancement. We work hard to simplify and shorten implementation times. We enable our software, services, and support globally. And we provide more flexible buying options.
It is simple, I will give them that, although 1 out of three is not enough.
