Aug 14, 2018

Messaging Platform: The Groundwork of Great Work

Let’s face it: most businesses are far more concerned with selling their products, serving their customers and taking care of their employees than they are digging into the nitty-gritty of their messaging. Which makes perfect sense! Those priorities are essential to the day-to-day operations of any company.

But that doesn’t mean the way your business thinks and talks about itself should be left by the wayside. In fact, we believe building a solid understanding of your messaging is the best way to strengthen everything else your business does. It can even help avoid a number of common pitfalls in the process. This is where a messaging platform shines.

Messaging Platform Essentials

A messaging platform is a system for internal and external alignment of who you are, what you say, how you say it and who you’re talking to. These may sound like common sense, but time and again we’ve worked with clients whose lack of defined messaging was holding back their business. Here are the essential parts of a messaging platform, and some of the pain points each one addresses.

Who you are: Core messaging — your mission, vision and values.

  • What it does: Helps you establish a strong sense of identity, purpose and culture.
  • Pain points addressed: Poor hiring fits, misaligned leadership, lack of long-term goals.

What you say: Messaging architecture — your primary, secondary and supporting messages.

  • What it does: Prioritizes the most important things for people to know about your business.
  • Pain points addressed: Overly crowded content, confused or overwhelmed customers, inconsistency across platforms.

How you say it: Messaging guides — your brand voice, tone and style.

  • What it does: Sets guidelines for consistency, clarity and impact across your communications.
  • Pain points addressed: Low customer engagement, inconsistent or error-prone writing, Oxford comma debates.

Who you’re addressing: Buyer personas — your customers, clients and prospects.

  • What it does: Enables strategic and targeted messaging built around your primary audiences.
  • Pain points addressed: Shotgun-style marketing, low marketing ROI, the company-customer disconnect.
How To Get Started

It can be helpful to think of a messaging platform like a toolbox: if you have all of these tools, you’re probably prepared for anything, but even having one or two at the ready can help you address a number of common problems.

Some of these tools you can develop yourself. Many companies have some variation of a mission statement, and it’s not a far reach to build a vision and core values from there. Others require some discovery and collaboration with a messaging expert. Regardless of where you are in your process, the fact that you’re reading this means you’re thinking about messaging and asking the right questions.

Where do we go from here? Keep an eye on the Conveyor blog for more detailed dives into each of the messaging platform’s pillars, and if you’d like to jump-start your own messaging work, we can help.


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