Marketing messaging is a system, even though many of us don’t realize it. Our messaging system isn’t simply about words but results from the process of surfacing the clarity of our business.
Our deep understanding and internalization determine the effectiveness of messaging in a few areas: the change that we set out to make, the people we choose to stand with, the value of the offerings, our business model, the genre and segment we play in, and the people and businesses that inspire us going forward.
When we feel that we are reaching a dead end with ineffective messaging, we may have been stuck in an area that’s either too small or disconnected from the overall perspective.
Just as we hope our messaging system reflects our most profound purpose and values, having a clear perspective on how it forms helps.
