persuasive messages must be clear, credible and enticing

Clear and Consistent Messaging in Business

Be clear. Be credible. Be enticing.

by Monica Di Santi

January 16, 2023

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What is Clear Messaging?

Clear messaging is the art of communicating powerful ideas in an easy-to-understand way. This type of communication delivers a single idea, uses simple grammar and every day language.

Business messages should be crystal clear to rise above the competition and call prospects attention.

Clear messaging helps your prospect grasp the meaning immediately without much ado, creating a strong and direct bridge of communication between your company and your prospects.

Clarity is persuasion.

Why is Clear and Concise Communication Important?

If you have a well-developed value proposition and you know well your target audience, it is compelling to express your message in an economical and easy-to-understand way.

Clear messaging is persuasive. Prospects will engage with your message because they will be happy to come across a statement that’s simple to understand and depicts the positive transformation their lives will go through using your product.

Other Benefits

Focusing on creating clear messaging will give you several advantages. You’ll...

  • Have to go through a deep analysis of your products, company’s performance, audience and competition. You’ll be able to determine what position you have in the market easily and be successful.

  • Find the best way to create a message that resonates with your target audience. Several tests will be done.

  • Organize all the information you have about your company and become with few principal statements, that will be the backbone of your business message, similar to an elevator pitch.

  • Prospects will have a clear understanding of your offer and company.

  • Create a single view of the company that can be shared with all departments. Everybody will be able to deliver the same message to the public.

  • Skyrocket your profit and popularity.


What is a Clear Message Architecture?

Message architecture is a written characterization of your brand, including unique and differentiating benefits (selling points) that will persuade people to buy from you. This framework is the foundation for your clear and effective messaging, with the main goal of positioning your business and creating awareness.

This framework conveys a hierarchy of concept priorities that should turn up on messages, guiding content decision and shaping content in the field of communication.

This framework describes the emotions and concept your audience relates to your brand and help you create consistency across your content and channels.

Customers have to get a mental image of your company otherwise your company is just an average company out there.

Message architecture is a handy tool to give to those that will speak on behalf of your brand.

How do you Create Message Architecture ?

In fact, you can create it any way that works for you but what you have to bear in mind is that the message architecture concentrates all those concepts that create a positive image of your company, differentiate you from the competition and creates awareness.

Meghan Casey, in her book, The Content Strategy Toolkit describes a messaging framework this way:

  • First impression: what you want people to feel when they come across a piece of your content.

  • Value statement: what do you want people to feel after a few minutes in contact with your company and having understood the purpose of your company.

  • Proof: how each piece of content showcases what your company can do for your customers.

So, the messaging framework is an important tool to create consistent content that showcase your company’s values and positioning in the market.

Messaging Architecture Example

In an imaginary Marketing agency, the following brand attributes should turn up in a hierarchical order to show their level of importance in the message. You can create one this way:

  • Boost success through appropriate communication between a particular business and their audience segment.

    Success-oriented Goal-oriented Excels in prospect engagement

  • Simplifies complexity

    Effortless communication Pragmatic

  • Approachable and friendly to small businesses.

    The first attribute shows how this company solves the problem you have. The second attribute describes how they do it. The third level describes their relationship with their clients.

In this list the first concept is the most important one and it has to be present in each message that is created. Depending on type of content you create, you should add the second attribute and even the third.

Different Types of Business Messages

Besides clear messaging, when you visit different websites you can see different types of message they display in which different areas are emphasized.

Company-centered message. Your message emphasizes who you are and what differentiate you from your competitors This is your great asset and it works as a guarantee to your customers. Copywriting can help you boost your marketing efforts even more.


Product-centered message. You keep focus on the qualities of the product. Your message is more technical and detailed. Copywriting can help you boost your marketing efforts even more.


Customer-centered message. You put your customer at the heart of your message. You are aware of their pains and needs, creating experiences customers can relate to. This way you build long-lasting relationships. Copywriting can help you boost your marketing efforts even more.


What kind of business do you deliver to your audience?

Take this Quiz and Discover what kind of message you deliver.

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To be successful in your business you basically need two elements:

  • Creation of a solid sales process.

  • Delivery of a clear message based on your company's messaging framework and trigger massive engagement.

Clarity is persuasion.

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