Messaging is a key part of building any great company.
Defining your company’s strategic advantage through messaging is more important than ever as we're reaching near saturation in most categories.
The best messaging captures all three levels:
1. Value. What's in it for the buyer? Which problem do you solve?
2. Unique value. What's the value only you can deliver? What's your onlyness?
3. Point of view. What do you believe in? What are your values?
If you don't pay close attention to message-market fit, your growth will stall despite having a product that might fit the market.
Black Rifle Coffee sells coffee beans, a commodity. Yes the beans are great (Level 1), but so are everyone else's. The most powerful bit of their messaging is their point of view that also creates the uniqueness: they're pro-gun, pro-military, pro-cop. And pro-Trump: being divisive is a sign of a strong brand.
Patagonia sells outdoor clothing (Level 1). Their point of view is about sustainability, fighting the climate crisis, the need to protect the planet. This comes with condemning policies and politicians (like Trump) that act against this.
You get message-market fit when the value and uniqueness of your brand hits home with your target audience.
Your messaging resonates when you can join the conversation already happening in your customer's head.
It's kind of like falling in love - you just know when it’s happened. You'll know this by the way people react to your pitch - they could nod their heads, ask for more details, or open up.
It’s difficult to quantify the impact of bad messaging. And it’s even tougher to present any accurate ROI for implementing or changing how you talk about your product.
In order to find sufficient demand in the market, you must craft an effective approach to communicate your product’s value.
The right messaging makes everything easier. It attracts the right people to your product. People who get it right away and don't haggle the price.
When you land on messaging that just 'clicks' with your best-fit customers, your ads will work so much better and your ad spend will go way further.
When you nail your messaging, your marketing becomes significantly more effective.
Your messaging is doing the heavy lifting of convincing the customers that you're the right solution for them.
How do you know which part of your messaging is working, and what's not so effective? You don't.
That's why you need Wynter. You'll learn which parts of your messaging resonate with your audience and which aspects fall flat.
Your messaging resonates when it joins the conversation already happening in your customer's head. This is how you do it.