You may know exactly what product/service your company provides, but what about your colleague, would she/he describe it the SAME way? And if your external audience hears both descriptions, will they hear the same thing? Will this audience understand the acronyms or buzz words you use on your Web site? Ultimately, will they believe your claims and buy your product/service over your competitor’s?

To address the concerns above, we streamline communications for our clients – to ensure corporate messages influence the right target audiences and increase revenue. At the start of a relationship with a client, we go through an in-depth strategic planning process. One of our main deliverables during this process is to create a set of key clear, consistent statements that separate and elevate our client above the rest of the market.

Below are three tips to streamline corporate messaging:

Step #1: Message Unification – Put Down the Kool-Aid

To successfully communicate your company’s message, it is imperative that all communications are unified. Everyone must be saying the same thing for the message to resonate. This cohesiveness makes it simple for external audiences – who haven’t drunk the corporate Kool-Aid — to understand why they should give you their business. This unification needs to be ever-present in all verbal and written initiatives including media interviews, Web site copy, product descriptions, press releases and more.

The more your target audience hears a message, the more likely that message will resonate and spur them to act.

Step #2: Gobbledygook Removal – Yuck!

One way to ensure the most important audiences understand your differentiation is to remove “gobbledygook” from all communication materials. Gobbledygook is defined as “wordy and generally intelligible jargon” – aka the terms that delude your message and confuse your audience. Clearly define all acronyms and pretend your audience has NEVER heard of your product before.

A great gobbledygook test is to send an acquaintance your communication collateral or direct them to your Web site, and ask them to review this content for five minutes. Following their brief assessment, ask them to tell you about your brand and product(s). See if they can do this effectively.

Step #3: Truthful Statements – It Will Set You Free

For any corporate message to successfully impact public perception, it MUST be true. Ethical, fact-based messaging is a crucial component of all successful communication programs. During our work with clients, we create a set of clear, truthful proof points that fully support their messaging. This strong foundation helps foster effective media interviews, creates an overarching positive brand perception and positively impacts their bottom-line.

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