In the news business, there is a sensibility that there is no need to repeat a story. We’ve covered that already! After all, the job is to deliver new information. By contrast, in marketing, the message needs to be reinforced.
Repeating your business story is essential to getting the message to sink in. That’s why taglines and jingles are so successful. It’s crucial to ensure you get the message right. You don’t want to repeat something boring or vague.
What messages can hit home? For a range of products and services from home repairs to weight loss, you may want to tout rapid and effective results. For professional, white-collar services, reinforce your experience, trustworthiness and subject-matter expertise.
How do you reinforce the story? Put it in your tagline. In your elevator pitch. In your social media posts. In your blogs. In your videos. Time and time again, remind people of your core competency and what value it brings to them. Think of effective TV ads that always end with the same motto for a business.
Am I Repeating Myself?
By repeating the message, you are also standing by it. This reinforces that the message represents an eternal truth.
Repetition is critical to learning. Think flashcards and memorization. How does that learning work? By repeating the information.
Must you use the same exact words every time? Not necessarily. But the tagline or motto can certainly be tacked on the end for that final reinforcement you want ingrained in the minds of the consumer or client.
Should you consult with a thesaurus for alternative words? Absolutely not! Use words you would in a normal, verbal discussion. Thus, the wording is true to you and your business culture.
Should you use some off-the-shelf AI or outsource to a cheap blog mill? Only if you are comfortable with insincere messaging, word salads, and grammatical, syntax and spelling errors.
Distilling the Message
Sit down with your colleagues to review your existing marketing message with a critical eye. Is it consistent? Is it specific? Is it memorable (in a good way)? Is it effective? How can it be improved?
Or, how would you start from scratch? Go around the table and talk about strengths and weaknesses in the business itself, not just the marketing message. What is the greatest value you offer? Take those one, two or three things and build the messaging to buttress (yes, reinforce or underpin) those ideas.
Next, if you are confident you nailed it, then get to work with a multi-media campaign plan. Which social media should you use? How should you produce video and blogs? Who should coordinate the content for those as well as email marketing and your website? If you do not feel comfortable doing that work in-house, then retain an agency or individual to contract with for the marketing content and coordination. Take a look at how they market themselves and their client base. And, lastly, do not go with the lowest bid. Just like anything else, with writing, you get what you pay for. For Commanding Digital Storytelling, contact me at firstname.lastname@example.org.