A few weeks ago I spoke to a leadership group for our regional Chamber of Commerce. The topic was crafting a powerful message and story and distributing it with impact. It was a good refresher for me just to prepare for the meeting.
Over the last 25 years as a communications professional, I’ve seen business leaders spend countless hours on ensuring their financial house is in order, their processes are efficient, and their employees are engaged and productive. Yet, when it comes to developing their organizational narrative, too many believe one afternoon – too often an hour during a board meeting – will produce an influential elevator pitch about who they are and what they are about.
The same holds true for a blog post about messaging. A few paragraphs describing the positioning and messaging a company should go through aren’t enough. But, at least below are a few ideas to get someone started.
Three basic elements of a powerful message:
- It is compelling. Use a page turning, double-taking lead-in. Make your elevator pitch interesting to your target audience (not just to you).
- If differentiates you. How are you unique, really? Excellent customer service is no longer a powerful differentiator. What do you bring to the table that only you may claim?
- It is marked by truth and accuracy, which, by the way are not always the same. But, that’s another blog post. Ask yourself, what can you really deliver? What is believable? What can you say that tells the real story about you?