In Week 11 of Tamarindo Diaries, Adam Barber, Managing Director of Tamarindo Group, talks about the power of great corporate messaging and - most importantly - how to tell if yours is performing.
We all know that effective messaging drives effective sales and marketing campaigns, but how can you take a litmus test on just how well your messaging is performing within your own business?
Well, one of the best ways to do that is to take that challenge to your team. Ask them in one sentence, no more, to describe the business and to describe what makes you different - and then compare the answers.
Crucially, you shouldn't be looking at the nuances within each of those answers, but at the number of variants that they come up with.
Sure, the nuances can help guide and set that advanced messaging in the future, but in the first instance you should be asking how much variability is there. Have you got 1-2 different answers? If you have, fantastic. 3-5? You’ve got some red flags. 5 or more? You’ve got some real problems.
As you go into July start mapping out what you are going to be delivering against in the second half of 2020, think carefully about how - once you’ve set all those channels - that message is going to be delivered. Both in terms of impact, but also in terms of consistency.
As we’ve all learnt over the course of the last 6 months, if everyone is pulling in the same direction with a clear and unified message, then a business can achieve great things.
If you want to talk to us about the power of great messaging, drop us a line.