Whether you run a Fortune 500 company or a storefront business with three employees, your messaging matters. The words you use on your website, in your marketing materials and even verbally, paint the public persona of your business. It can be tempting to fall prey to using more words than necessary in order to try to sell your audience on your products or services every step of the way, but this would be a disservice to everyone.
The best thing you can do with your messaging is to use it to educate your audience while simultaneously bringing them to love your company as a brand. If they love your company, they will buy from you. It’s (almost) that simple. To help you understand a few ways to do this, here’s a look at how some successful companies of various sizes (and in various industries) use their messaging to produce great results.
Consistency is Key
When writing the copy for your website it can be tempting to try to be all things to all prospects. But this simply won’t work. Instead, focus in on the mission of your company. All the verbiage you use should stem from this mission. Handcrafted HoneyBee is a company that uses STEAM research to build and sell kits to young girls that gives them the power to create their own skin care (and learn about science in the process). Every section on the website, every blog post and every product description circles back to this mission. It would be impossible for a visitor to come to the Handcrafted HoneyBee site and be confused about the business’ goals.
Whether your business has as widely appealing of a mission as this company does or not, you can still use consistency to your advantage. Spend some time drilling down into the primary value your company delivers to its customers, and bubble that up to the larger company mission. As you go to review your website copy or the verbiage you use in emails, ask yourself if you’re using the same consistent tone and message. If not, find a way to bring it all back to that larger mission.
Speak to the Right People
Big or small, companies are remiss to ignore social media when working on improving their messaging. Amway is an example of a company that uses social channels to celebrate its top sellers with recognition, as well as to share news about events and remain relevant to fun trending topics, like sports news. As a direct sales company, Amway realizes the importance of messaging to its sellers first and foremost.
If you rely heavily on salespeople to sell your products, this tactic is a wise one to follow. Rather than trying to win over consumers and your sales team, make a strategic decision to message to your sales folks and prioritize their needs first. They will then find a way to put their customers’ needs front and center. But if you keep your messages focused on incentivizing and equipping your sales team (especially through an engaging medium like social media), you should enjoy the results that come from an energized sales team.
Keep it Clean
As previously touched upon, there can be a temptation to write more than is necessary in order to convey your point. Technology companies are often especially prone to this, since their nuanced offerings can be more difficult to understand than other products. But Clean Router is an ideal example of a business that knows its primary mission and keeps its copy to a minimum. The company provides a router that allows parental controls to be put in place for multiple devices within a household. Its messaging, therefore, is clean and simple. They use phrases like “ultimate parental controls” and “protect your family” to keep their value proposition accessible. You can take a page out of Clean Router’s book by reducing the text you have in all of your written communications and simplifying the phrases you use.
Messaging for your business is very important and can be used strategically to elevate your brand in the eyes of your customers and achieve specific goals. Keep your verbiage consistent (and tied into your larger mission), make sure you’re gearing your messages to the people who will make the biggest impact on revenue and clean up the messages themselves. This is how leading companies use their messaging to their advantage, and you can too.
Have you seen any successful branding strategies in the business community lately? Please share them in the comments below – we’d love to hear!