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.

" ... words in advertising are like the windows in a store. You must be able to look right through them and see the product. If you see the window, it’s dirty — and you’re going to see yourself or you’re going to see the smear. You’re not going to see the product, and you’re going to lose.”

Eugene Schwartz

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

“Look—” said one of our winningest direct marketers, “if you want to write poetry, if you want to write prose, if you want to write novels, and if you want to write literature, go outside of advertising,” he said.

“Because the words in advertising are like the windows in a store. You must be able to look right through them and see the product. If you see the window, it’s dirty — and you’re going to see yourself or you’re going to see the smear. You’re not going to see the product, and you’re going to lose.”

Eugene Schwartz

Other Benefits

Focusing on creating clear messaging gives you several profitable 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 profitable 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.

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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 Elements

To create a strong and consistent messaging across all channels and type of content, you should consider the following elements:

  • Problems you solve

    This states clearly what you do, what industry you are in, what pain points you help to overcome.

  • The way you do it

    Here you express your unique selling proposition, what makes you stand out in a crowdy market that differentiate you from the rest.

  • Purpose of your business

    Now it's the time to show why your business exists, what the mission to be accomplished.

  • Brand personality

    This is the way the world sees your company. State the human traits that connects emotionally with your target audience.

  • Brand promise

    Showcase the benefits your brand offers to those who embrace your brand. Explain clearly what type of transformation your product or service offers to people's life.

    A brand’s voice is the company’s personality which should be distinctive and consistent. It creates a representation of your mission, vision and values. Your target audience will be delighted to recognize a lovely and respectful brand in crowded market.

  • Brand tone of voice

The way you express your ideas determines the tone of your brand voice.

Is your brand formal or casual? Does it use slang? what type of vocabulary do you use when you communicate with your audience? Do you use complete sentences or chopped?

  • Brand key messages

Create the core company messages, the ideas you want to be reflected in everything you published.

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.

alt:company-centered-message

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.

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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.

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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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Conclusion

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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