4 Principles for Crafting and Communicating Messages That Matter

Posted on April 19, 2010


Four principles guide good message strategies: relevance, simplicity, clarity, and consistency.

  1. Relevance. If no one cares about what you have to say, there’s little hope for your brand. Highly relevant messages can help overcome other vulnerabilities (like poor exposure, inconsistent customer experiences, bigger competition). If you’ve done your homework and understand current and possible connections between your offerings and your communities’ interests, you can craft highly relevant messages that can build emotional and rational reasons to care.
  2. Simplicity. In this age of social media, a simple message will give you the flexibility to adapt to changes out in the community and within your organization. It will also help you react to surprises from competitors. A simple message can be interpreted ad hoc (by you or by others) to suit a situation while maintaining a basic essence; it is less likely to deteriorate when passed around. And it should not take an act of deconstruction to repurpose your story for a new challenge.
  3. Clarity. To cut through the noise in our feeds, inboxes, browsers, and timelines, it takes a finely tuned message to strike the right note. To be grasped quickly and firmly, your ideas should be expressed in the clearest terms that will appeal to and motivate your communities. The greater the intellectual or emotional appeal the message has, the greater impact it will have and more memorable it will be.
  4. Consistency. Few messages make it across the transom on the first shot. Consider it this way: If your message is relevant, simple, and clear, how many chances do you want to connect with your communities? Certainly more than one! And though you may become bored sending out the same signals day after day, until you begin to hear back that everybody gets it and is losing interest too, you ought to focus on consistent iteration––not on changes.

Marketing requires one to articulate ideas, qualities, and capabilities in ways that connect to, and engage an audience.

Messaging—communicating with a rigorous focus on a system of key ideas—is a fundamental activity of strategic brand development and management. Disciplined messaging helps organizations engage in productive dialogues, especially across social media communities.

Source article: http://www.marketingprofs.com/articles/2010/3505/articulate-to-resonate-crafting-and-communicating-messages-that-matter

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Posted in: Marketing