Getting your message straight

Are you happy with the message you’re putting out in the marketplace?

Well, it’s time to check in. Get your marketing collateral on the table. Rethink that campaign you’re working on. Take a good solid look at whether your current messaging is getting you where you want to go.

(Or, as I heard from a recent client, maybe you don’t know what your message really is?)

Fear not. Whether you’re fine tuning or starting from scratch, bring these three things to the table and you’ll be well on your way to consistent and clear communication.

1. A cool head. Communicating your message is not the best place to try a ready-fire-aim approach. But it’s also not some mysterious and complex process. Start by blocking out some time on the calendar. Use this time to step back and take in the view from 30,000 feet. Look at all of the ways you’re marketing. Are you consistent in what you communicate? What's really working? What could you be doing better? What's most compelling about this particular project you're about to start?

2. A bit of strategy. Communicating with your audience is a little bit art, a little bit science and a whole lot of common sense. Map it out using whatever tools work for you, but remember that good strategy is all about questioning assumptions. What's most important to get across right now? What does your target client or customer look like? What do they want from you? Why should they be interested in what you're selling? What makes your service remarkable? Where is your brand fitting into the equation?

3. A habit. My clients tell me that this is often the hardest part. Workdays are busy. Planning can get away from you while you're putting out the daily fires. I know. When I was a marketing manager, I struggled with keeping planning and brainstorming time on the calendar, too. But it's really just a habit. Carve out a system and some time to plan out your communication before you jump into getting it done, and you are going to be exponentially more effective -- with your time, your money and your message.