Simplicity: Just So Stories
I volunteered over the weekend to write a messaging document for a non-profit group I’ve been working with; as they’re about to go into major fund-raising mode, and their material has been maturing (read: polite for changing) over months of collection, creation and collaboration.
A messaging document, in my opinion, is the most fundamental piece of the marketing puzzle. The thing from which all communications goodness (clarity, consistency, and brand integrity) flows.
What is it? A critical ’stake in the ground’ for how you describe (position) exactly what you do… For example, I’m positioning exactly what I do as:
I help businesses:
- generate awareness and demand for their products and services
- help them track and manage their reputations
- safely understand and leverage the “web 2.0″ world of communications
Consistency in delivery across all media is critical - and if you’re not being clear about your purpose, you might as well throw your marketing dollars right down the toilet.
