Finding the Message

How Powerful is a Single Message?

As an executive, most of your time is spent helping your team get things across the finish line. Hop on the last sales call with a potential customer. Fine tune the copy for the upcoming campaign across social media. Perfect the design of the eBook coming out next week.

Often the small details, the ones handled by junior team members, land at the lap of your management team. Sometimes the most important pieces of messaging appear in places like email cadences or LinkedIn ad copy directly from an SDR or marketing manager without much review at all. Imagine that the first time a potential customer will hear about your company is language dreamed up by someone who has been with your company for only a few months. 

There is a reason why that person is on your team and working at your company – you hired them to be good and do a job. There is nothing wrong with the setup of the system. However, there are ways to ensure the efficiency and reliability of the system while also driving value and insights. 

Think about that one phrase or description that describes your product so perfectly it causes people to buy. Your potential customers have their own jobs to do, their own life to run. Most people aren’t sitting at a phone or on their computer waiting to be dazzled by the latest email from a company with the newest product. What catches their eye is both art and science, developed with human ingenuity and metrics showing what worked in the past.

Now think about where that phrase or description came from. Did it appear out of nowhere, like a shiny pot of gold at the end of the rainbow? Was it blurted out in a product team meeting? Did an SDR think of it when trying to rework an email so it didn’t sound like the thousands of other emails coming from your company? Was it dreamed up by a marketing manager after an early morning strategy session focused on an upcoming campaign?

Identifying that one thing, the way you talked about your product or service that forced someone to buy because it was so meaningful, is key to the success of your business. This is agnostic of the source – internal product description, outbound email, webinar, CEO interview.

Taking the time to understand the path of a message and its value inside your company is important, along with measuring that message against all others that come from your company. Every touchpoint with someone (prospect or client) is a new piece of data to be included in your messaging model. Build that model, gather the disparate pieces, grow your revenue, and make the life of everyone better.