From the Same Songbook

Proper messaging is a critical component for a company’s success. Organizations spend millions of dollars over months, or even years, getting their message to consumers just right. It is that important. But your investment in developing the message itself need not be so great to get it right. In fact, for some, the message is so obvious that it takes little effort to create.

Regardless, it what happens once you have set the message that counts. Certainly, you’ll develop collateral. You will use it as a recurring theme through various communications.

What about the rest of your team? Sure, you’ve told them what the new messaging is and shown them all the beautiful ways you are going to use it, with the requisite “oohs” and “ahhhs”. All of that’s great. Now, what tools are you giving your staff so that they are sharing the right message, using the right words and focusing on the right topics? It is a difficult task, made most effective when you not only tell them what to say but also what to avoid.

The only way your message is going to make its way through your various touchpoints in the right way is by ensuring everyone knows exactly what and how to communicate it.

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