The Most Overlooked Part of a Powerful Message

Nouns. I lead with the punch line.

Far too many companies and organizations lead with the benefits, the adjectives, and the scintillating catch phrases, forgetting to do one simple thing: tell your audience who you are and what you do using simple-to-understand nouns.

How many times have you read: We bring unparalleled results to your most thorny problems instead of We can fix your computer?

Unless your brand is Apple or Dell or Google, no one can actually hear what you are saying (or read what you are writing) if they don’t hear a noun.

Your organization is an airline, a computer technology company, a retail store, a nonprofit association that represents lawn mower manufacturers or something entirely different. But, it is something. Say it. And, say it early.

3 Parts of a Powerful Message

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?