mind your messaging - olwen dawe

www.irishbusinessintelligence.com Is your business sending the right message?

Mind Your Message!

Olwen Dawe, Irish Business Intelligence


A bit about me…Business Partner to SMEs, focusing on developing businesses through:

•Hands-on, practical support and advice driving businesses forward through;

•Enhanced business models & business strategy;

•Strategic planning advice & tactical communications methods.

•Average pipeline growth x 2 – 3.

Coach & Mentor to Start-Ups;

Project Manager & Advisor to Enterprise Agencies [such as Leader / Westbic].


When you think of messaging, what do you think of?

Marketing?

Communications systems?

HRM?

PR?

Internal communications?

Sales?


OK – it’s actually…… something that appears in a lot of

places in our businesses…

The term itself is utilised in marketing – however messaging, itself ‘crops up’ a

lot…

Starting in our business strategy

For me, it’s part of your philosophy in business… striving for clarity in every way.


SO…When we start up in business, we develop a service or product for market, which has a set of values attached to it – focused on:

Customers + Competition + Market Position

and

Goals + Vision + Mission + Planning


The important bit!What we really need to establish when

we set up and grow, is whether our message is clear to those who need to

hear it most.

That’s what I am going to talk to you about tonight.


Oh! And before I go on…Other places messaging pops up over

time as we develop?

Policies & Procedures

Norms / Culture

Growth Strategy

HRM


So… what is messaging about?Messsaging is the implied or inferred ‘messages’ a

business sends to its customers – internally and externally.

WE’RE TALKING EXTERNAL…

It focuses on informing clearly the value proposition of the business, product or service – the what, how and why.

It educates individuals on the merits, outcomes and benefits of the product or service.

It is a key part of the sales transaction process – attracting and informing the customer.


So… what is messaging about?Your messaging allows you to efficiently communicate:

USP & Value Proposition: how am I going to provide you with the outcomes you want [remember: customers buy

outcomes]

Features & Benefits: what it is that makes your product or service special [be compelling!]

REMEMBER: focus on your NOSE [Needs, Outcomes, Solutions & Evidence]


So, how does this link to business strategy & planning?

Show of hands… who has a LIVING business plan?!!


It’s all about strategy…

I’m only too aware that not everyone sees the value of having one – HOWEVER – they are extremely important… WHY?

Because having a business plan / business strategy provides you with a roadmap for development and measurement of success and growth…

Back to the messaging…

Part of understanding your business is understanding your message. SO, when you’re in planning mode, you are evaluating your message.


Let’s make this simple…

Are you articulating a clear, succinct and relevant message to your customer?

You need to check.

Are you communicating or targeting the right customer?

Do you know your customer well? Who is he/she or who are they?


Step-by-step…

The messaging ‘temperature check’…

1. What is our strategy? Who do we want to be?

2. Who is our customer? Are we sure we’re right?

3. Do we have the market we think we have? How do we know?

4. Is our productisation or ‘packaging’ right? Are we delivering our customers’ needs in the way they want them?


Step-by-step…

… and most importantly… the meat in the sandwich!

Do we have a compelling value proposition?


Huh?

A summation of the what, how and when – in a snappy, short manner?

Try to set yourself apart by innovating and adding features and benefits not already available in the market.


Take a few moments…

What is different or compelling about YOUR product or

service?


Another good messaging tool?

Positioning.

How do you want to be seen? Expert? Thought leader? Traditional, reliable company?

All part of your messaging.


What?

Hands up – who engages in PR activity as part of their business promotion?Have you ever thought about the indelible mark it leaves on your consumers’ memory?

Yes, PR is good to promote new offerings or deals – it is also a great tool for positioning.


Talking strategy again?

When we get to grips with business strategy we look at where we want the business to be positioned, and how we want it to be perceived. Don’t underestimate the power of PR in your business’s positioning.


At the speed of light…

We’re returning to your business.

Have you recently thought about how it’s shaping up versus where you want it to be?


Message & Strategy

Can you see how your message could be causing you a problem?

Let’s talk briefly about what you can do to make sure YOU have clarity of purpose and vision, enabling you to make sure your business is sending the right message…


Go back to the start – AS IS & TO BE:

AS IS: Is the business operating at the level I want it? Are the goals I’ve set out being achieved? Where are we ‘positioned’? TO BE: Be bold… what do we want to achieve? Clients, positioning, finance [income], staff etc.


The next step?

Identify the gaps… and build the ‘scaffolding’ [e.g. plan] to achieve your ‘To Be’ goals. Go SMART [Specific, Measurable, Achievable, Realistic, Timed]!

Don’t be complacent – Plan, Do, Review… every three months.


Phew! Joined-up thinking in business…

… means we look at each part of our plan in the context of the business as a whole… so messaging

and strategy are inextricably linked!


… and finally…

Remember…

Plan & Purpose: have you got one? Is your purpose clear?

Message: is it clear? Review: Ongoing!


Hope you’re not too dizzy after that!


Thank you for your time!

@OlwenIBI Facebook.com/OlwenIBI

Olwen Dawe

www.irishbusinessintelligence.com

www.olwendawe.com

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