Relationships don’t work without clear communication, hence the reason it’s so important for organizations to figure out messaging. Read through the 5 W’s to get a clear picture of what goes into a clear message that will cut through the noise.
Why: Start here!
In the wise words of Simon Synek, “Very few people or companies can clearly articulate WHY they do WHAT they do.” He goes on to clarify, “By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?”
People, aka your consumers, need connection. We are drawn to organizations that make us feel special or unique or right or anything that inspires and convinces us that we are not alone.
Who: Know Your Audience
Research, research, research. We cannot say this enough because the rest of the W’s hinge on this information.*
Look at competitor’s audience, build relationships with actual customers, monitor social media comments and engagements, and then create an empathy map!
Empathy maps are one of my favorite things. It is a tool used to gain insight on potential customers. The idea is to create a customer, including name, age, job and figure out what they would think, feel, hear, say, and do when they interact with your brand or program. For more on how they help navigate messaging, go here!
What: Stick to the Point
Here are three not-so-simple questions to ask when deciding on what your message — for each target market — will be:
- Why should the audience care?
- What are you offering?
- What’s the call to action?
*The confusion comes when you are catering to multiple audiences. Create an empathy map for each demographic. Steve Blank, Author of The Startup Owner’s Manual, says this: Are you trying to reach potential customers or potential investors and acquirers? These are very different audiences, each requires its own messages, media and messengers.
Where: Different Channels, Different Reach
One of the main ways we make our client’s ideas work and build their businesses is through strategic partnerships and connections. We have a large network of contacts to make sure that our clients have specialized channels for their messaging.
But let’s boil it down to social media basics. You wouldn’t use Facebook to reach preteens or reach grandparents on Snapchat, right? Different channels, different reach.
When: Measure Everything
It all boils down to the results. Define your metrics and measure.
“The effectiveness of your content marketing campaign depends on hundreds of factors—your audience, your tone, your level of detail, your competition, your promotion methods—the list goes on. So how can you tell if you’re doing the right things? And if you’re doing the wrong things, how can you tell what you’re doing wrong, and how to fix it?”says Jason DeMers, Forbes
You can’t know what works, if you don’t measure your efforts.