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On Messaging

In order to market and sell your business’ product or service, you have to be able to communicate with precision and efficiency. Presenting your customers with a concrete message, one that snags attention with pain points and underscores the necessity for your product or service, is vital. If you have a business, you have a message—even if your message hasn’t been translated into concrete language yet.

Typically, everyone inside a business describes what the business does differently. By itself, this is not a problem; however, competing and vague descriptions of your business’ message can obfuscate your brand. Hold on. You don’t need to Google obfuscate. It just means to confuse or make unclear. See, not using language that is accessible to your target demographic creates unwanted distractions. Your messaging needs to be clear and consistent. So, let’s break down what good messaging does.

Messaging consists of three essential components: defining what your business does, explaining how your business does it and addressing pain points.

Effectively communicating what your business does is the most important part of messaging—and oftentimes the most difficult. The reason for doing this is twofold: you’re describing your business in the simplest way possible so that anyone can understand it, and you’re creating curiosity so that whoever comes across your message wants to know more about your business. Because of this, you have to pack a lot of information into one clean sentence. The sentence should include what your business is, what your business does and with whom your business works. Here’s an example:

Hatchet is a strategic sales and marketing firm who partners with ambitious business owners to aggressively go after sales goals.

The next component of message-building simply explains the previous sentence further. It presents the how to your existing what. This is where you set your business apart—please, don’t ever mention service, quality and price. Instead, try something like this:

We do that by creating clarity, energy, momentum and results for clients through strategies, execution, leads and sales.

Finally, people need to know whether or not they qualify for your services. Presenting pain points helps people understand if what you do is relevant to them.

Hatchet partners with companies who are…

  • Frustrated with spending time, money, effort on sales and marketing but aren’t seeing results.
  • Tired of up and down sales and need consistent growth.
  • Are growing quickly and need sales and marketing efforts to evolve with the company.

Isolating these three components allows you to sufficiently define what your business does, how your business does it, and who your business helps. If you nail down your responses, you can provide your salespeople with concrete language to lean on during the sales process.